Eco-FOMO in the Age of Green Digital Marketing: A Conceptual Perspective on Sustainable Consumer Engagement

Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 390 © 2025 Mansi Pundir, Mayank Chauhan, V.K. Singh. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ Research Article Eco-FOMO in the Age of Green Digital Marketing: A Conceptual Perspective on Sustainable Consumer Engagement Mansi Pundir 1*, Mayank Chauhan 2, V.K. Singh 3 1,2 Research Scholar, Gurukula Kangri Deemed to be University, Haridwar, Uttarakhand, India 3 Professor, Gurukula Kangri Deemed to be University, Haridwar, Uttarakhand, India Corresponding Author: *Mansi Pundir DOI: https://doi.org/10.5281/zenodo.17949272 Abstract Manuscript Information Digital transformation has accelerated the adoption of green marketing practices, with brands increasingly using eco-friendly messages, visuals, and narratives across social media platforms. As consumers, especially youth, navigate these digital spaces, a new behavioural phenomenon is emerging, Eco-FOMO (Fear of Missing Out on Eco-friendly Choices). EcoFOMO reflects the anxiety individuals feel when they perceive others adopting more environmentally responsible lifestyles, participating in sustainability challenges, or purchasing green products. Despite its rising relevance, Eco-FOMO has received little academic attention and remains theoretically underexplored. This conceptual paper introduces Eco-FOMO as a distinct psychological construct shaped by social comparison and digital influence. It examines how green digital marketing cues such as eco-labels, carbon-neutral claims, green influencer posts, and sustainability campaigns can trigger Eco-FOMO among consumers. The paper further proposes that Eco-FOMO can positively influence sustainable consumer engagement, including intentions to choose eco-friendly products, willingness to pay for greener alternatives, and participation in environmental initiatives. A conceptual framework is presented to explain the relationship between green digital marketing, Eco-FOMO, and sustainable engagement, supported by mediators such as green identity activation and perceived environmental responsibility, and moderators like environmental awareness and social influence. This framework contributes to the understanding of how digital communication shapes sustainable behaviour in the modern era. ▪ ISSN No: 2583-7397 ▪ Received: 12-10-2025 ▪ Accepted: 27-11-2025 ▪ Published: 16-12-2025 ▪ IJCRM:4(6); 2025: 390-397 ▪ ©2025, All Rights Reserved ▪ Plagiarism Checked: Yes ▪ Peer Review Process: Yes How to Cite this Article Mansi P, Chauhan M, Singh VK. Eco-FOMO in the age of green digital marketing: a conceptual perspective on sustainable consumer engagement. Int J Contemp Res Multidiscip. 2025;4(6):390-397. Access this Article Online www.multiarticlesjournal.com KEYWORDS: Eco-FOMO, Green Digital Marketing, Sustainable Consumer Engagement, Digital Transformation, Behavioural Psychology, Social Comparison, Sustainability Communication. Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 391 © 2025 Mansi Pundir, Mayank Chauhan, V.K. Singh. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ 1. INTRODUCTION Digital communication promoting sustainability has contributed to changing consumer behaviours across all industry segments in today's society (Aman & Rahman, 2022; Bhatt & Mehta, 2025). Awareness of environmental issues and their importance has evolved from being a niche orientation for specific groups or types of companies to being accepted as part of mainstream lifestyle consumerism due to the influence of digital marketing, social media campaigns/stories, and global sustainability initiatives targeting individuals (Chowdhury, 2025; Paul & Gupta, 2022). Brands are now primarily utilising digital methods and 'green' digital marketing techniques (for example, using environmentally friendly messaging on websites that convey that they are carbon neutral) as well as influencer-based advocacy for sustainability ('green' advocates) and visual representations of making environmentally responsible choices (Hussain & Amin, 2023; Sharma & Tandon, 2025). With the increased frequency of accessing digital content emphasising sustainability, many consumers have developed aspirations toward a lifestyle focused on achieving sustainability and an identity associated with being sustainable via social validation (Dasgupta, 2024; Jain, 2024). These actions have also increased consumers' emotional responses to comparisons between themselves and others and put additional pressure on them regarding their environmental responsibility as a result of "emotional contagion" (Das & Patel, 2023; Fernandes, 2024). In response, many consumers have begun to experience an evolving form of FOMO as it pertains to "missing out" on sustainable activities (Aggarwal & Kaushik, 2025; Balaji & Rao, 2021). The difference between traditional FOMO and this new form of FOMO (referred to as "Eco-FOMO") is that it relates to consumers' feelings of not participating in environmentally safe or socially valuable practices (e.g., buying green products, using zero-waste products, engaging in local ethical purchasing efforts, or taking part in climate-positive actions) that have been featured or documented online by peers and/or influencers (Anderson, 2024; Wang, 2024). Some individuals may feel that they are "lagging" behind in their own environmental responsibilities when they are exposed to peers and/or influencers showcasing more environmentally friendly choices (Kapoor & Sen, 2022). This concern can motivate consumers to adopt more environmentally friendly products, endorse their support for brands that advocate for environmentalism or engage with other individuals in sustainability-oriented digital communities (Heinrich, 2025). Although there is considerable research documenting how FOMO impacts consumers' digital consumption and impulsebuy decisions, as well as their engagement on social media platforms (Balaji & Rao, 2021; Kapoor & Sen, 2022), there has yet to be a formal academic study defining, conceptualising, or modelling Eco-FOMO. At the same time, there is a growing body of research examining sustainable consumer behaviours and attitudes toward environmental responsibility, green identity, and eco-friendly behaviours (Heinrich, 2025; Luo, 2025; Tripathi & Chaudhary, 2024); however, the psychological experience of "missing out" on sustainability has not yet been subjected to significant academic study. 2. OBJECTIVES OF THE STUDY 1. To explore how green digital marketing creates psychological triggers related to sustainability-based social comparison. 2. To conceptualise Eco-FOMO as a new emotional construct emerging in digital sustainability contexts. 3. To examine how Eco-FOMO may influence sustainable consumer engagement. 4. To propose a conceptual framework linking green digital marketing, Eco-FOMO, and sustainable consumer behaviour. 5. To identify theoretical and managerial implications for digital sustainable marketing practices. 3. LITERATURE REVIEW Green Digital Marketing Green Digital Marketing has emerged as a strategic approach for influencing consumer attitudes and encouraging ecofriendly purchasing behaviours (Aman & Rahman, 2022). It integrates environmental messages into digital communication channels such as social media, influencer content, websites, and mobile applications (Hussain & Amin, 2023). Studies suggest that green digital messaging enhances consumers’ environmental responsibility and shapes their perception of sustainable brands (Paul & Gupta, 2022; Sharma & Tandon, 2025). For instance, recent research demonstrates that ecolabels, carbon-neutral claims, and sustainability-centric content positively affect consumer attitudes and willingness to choose green products (Aman & Rahman, 2022). Bibliometric analyses further confirm the global rise of sustainability marketing, highlighting that digital platforms have become central in promoting green values and environmental narratives (Bhatt & Mehta, 2025). Digital marketing has also proven effective in facilitating behavioural change (Chowdhury, 2025). MDPI’s 2025 study on sustainable consumption emphasises that digital nudges, green storytelling, and interactive sustainability campaigns significantly increase consumer awareness and participation in eco-friendly practices (Fernandes, 2024). Similarly, research shows that young consumers respond strongly to green cues presented on Instagram and YouTube, where influencer endorsements heavily shape brand trust (Paul & Gupta, 2022). These insights establish that digital platforms do not merely inform consumers; they actively shape green identities and drive sustainable engagement (Heinrich, 2025). Despite these advancements, existing studies focus primarily on green attitudes and purchase intentions (Jain, 2024). Very few examine deeper psychological motivations that emerge from exposure to green content (Das & Patel, 2023). This gap creates an opportunity to investigate whether digital sustainability cues evoke emotional triggers like pressure, comparison, or the fear of being less eco-conscious than others (Aggarwal & Kaushik, 2025). This emotional space becomes the foundation for conceptualising Eco-FOMO. Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 392 © 2025 Mansi Pundir, Mayank Chauhan, V.K. Singh. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ FOMO and Digital Psychology Fear of Missing Out (FOMO) is one of the most prominent emotional drivers in digital behaviour research (Kapoor & Sen, 2022). Przybylski et al. (2013) established FOMO as a pervasive fear experienced when individuals believe others are having more rewarding experiences without them. Over the past decade, FOMO has been linked with increased social media engagement, impulsive consumption, addictive digital behaviours, and susceptibility to marketing messages (Balaji & Rao, 2021; Prakash, 2023). Recent systematic reviews (Aggarwal & Kaushik, 2025) show that FOMO is strongly associated with social comparison tendencies and the desire for self-enhancement. Studies during and after the COVID-19 pandemic further highlight that FOMO accelerates online impulse buying, emotional urgency, and decision-making under pressure (Balaji & Rao, 2021). Research also indicates that digital advertisements that use urgency cues, scarcity signals, or social proof significantly elevate FOMO-driven behaviours (Kapoor & Sen, 2022). Importantly, scholars agree that FOMO is contextual and adapts to the environment in which comparison occurs (Anderson, 2024). For example, FOMO in travel, fashion, lifestyle challenges, and fitness communities have already been established (Fernandes, 2024). However, despite extensive FOMO literature, no study has extended FOMO to the sustainability context, even though sustainability has become one of the most visible digital lifestyle categories today (Anderson, 2024). This conceptual gap opens the possibility for a sustainability-specific form of FOMO, Eco-FOMO (Wang, 2024). Sustainable Consumer Behaviour Sustainable consumer behaviour encompasses environmentally responsible actions such as choosing eco-friendly products, reducing waste, participating in recycling, and supporting ethical brands (Aldrich, 2024; Batra & Kakkar, 2023). Recent studies indicate that consumers’ environmental values, attitudes, and perceived behavioural control significantly influence their green choices (Heinrich, 2025; Luo, 2025). Systematic reviews confirm that sustainable consumption is shaped by both internal motivations (values, identity) and external triggers (marketing communication, societal norms) (Kumar & Mishra, 2023; Mehta, 2020). Research from India and other emerging economies also shows increasing attention toward green lifestyles due to rising awareness of climate change (Batra & Kakkar, 2023). Young consumers particularly demonstrate higher engagement with sustainable brands when exposed to relatable digital messages and influencers (Paul & Gupta, 2022). Yet, scholars repeatedly emphasise the attitude–behaviour gap, where individuals express environmental concern but fail to translate it into consistent sustainable actions (Jain, 2024). This gap suggests that existing frameworks are insufficient to explain the emotional forces that push consumers from awareness to active participation (Dasgupta, 2024). Emotional triggers like pride, guilt, and eco-anxiety have been explored (Tripathi & Chaudhary, 2024), but the fear of missing out on eco-friendly actions has never been conceptualised, despite being visible in digital sustainability communities (Anderson, 2024). Social Comparison & Behavioural Triggers Social Comparison Theory (Festinger, 1954) posits that individuals evaluate themselves by comparing their behaviours and lifestyles with those of others (Kapoor & Sen, 2022). Modern digital environments amplify this tendency, making comparison more immediate and unavoidable (Das & Patel, 2023). Contemporary studies show that sustainability-related posts—such as zero-waste routines, eco-friendly lifestyle reels, or environmental challenges—often lead individuals to assess their own eco-performance relative to peers (Fernandes, 2024). Research further demonstrates that green identity activation is deeply influenced by peer norms, influencer endorsements, and social approval (Paul & Gupta, 2022; Heinrich, 2025). Consumers often adopt green behaviours not only because of environmental concern but also because sustainable choices provide social recognition and moral prestige (Tripathi & Chaudhary, 2024). This establishes sustainability as a statuslinked behaviour, making individuals more sensitive to how others perceive their environmental responsibility (Dasgupta, 2024). Despite this, existing literature does not investigate how sustainability-based comparisons may generate emotional pressure or urgency (Anderson, 2024). This emotional space becomes critical for conceptualising Eco-FOMO as a psychological response emerging from digital sustainability exposure (Wang, 2024) Conceptualising Eco-FOMO Eco-FOMO is a sustainability-oriented emotional experience in which individuals begin to feel pressure, anxiety, or discomfort when they believe others are behaving more responsibly towards the environment than themselves. This feeling emerges when sustainable actions such as green purchasing, usage of eco-friendly alternatives, and participation in environmental initiatives become socially visible, especially through digital platforms. Eco-FOMO, therefore, reflects an internal sense of lagging, which encourages individuals to adopt sustainable behaviours for identity maintenance, social recognition, and emotional relief. Eco-FOMO can be represented through four measurable components: 1. Comparative Eco-Anxiety When individuals feel others are making better green choices than them. 2. Social-Evaluation Pressure When individuals believe that others expect them to act sustainably. 3. Identity-Corrective Desire When individuals adopt sustainability to protect or improve their self-image. Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 393 © 2025 Mansi Pundir, Mayank Chauhan, V.K. Singh. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ 4. Catch-Up Motivation 5. When individuals start participating in green tasks because others are doing so. Eco-FOMO emerges at the intersection of three theoretical foundations: 1. FOMO Theory: Traditional FOMO explains the emotional discomfort of being left out (Aggarwal & Kaushik, 2025). Eco-FOMO extends this discomfort into the sustainability domain, where individuals perceive environmental loss rather than experiential exclusion (Balaji & Rao, 2021). 2. Social Comparison Theory: Exposure to others’ eco-friendly behaviours triggers upward comparison, creating pressure to “catch up” in environmental responsibility (Das & Patel, 2023; Fernandes, 2024). 3. Green Identity Theory: Sustainability is increasingly tied to self-image. When individuals see others performing better eco-friendly actions, they experience identity-based anxiety (Heinrich, 2025). Eco-FOMO has not yet been studied in academic literature. However, evidence from FOMO research, sustainability psychology, and digital green marketing strongly suggests that such an emotional mechanism likely exists (Kapoor & Sen, 2022; Paul & Gupta, 2022). With sustainability gaining traction as a lifestyle trend online, the psychological experience of “missing out on eco-responsibility” becomes increasingly relevant (Tripathi & Chaudhary, 2024). Thus, Eco-FOMO fills a critical conceptual gap, explaining why green digital marketing influences sustainable behaviour through emotional pressure and comparison-driven motivation (Anderson, 2024). Research Gap While research on sustainable marketing and digital consumer behaviour has greatly increased, there are still a number of important issues that have yet to be addressed within this area of academic inquiry. For example, there is currently no study examining the deeper emotional elements associated with exposure to sustainability-related content on the internet. Most studies addressing green digital marketing have centred on the attitudes of consumers toward sustainability, how they interpret eco-labels, how they develop trust, and what their intentions are when making purchases (Research on Green Marketing Practices, 2022; Analysis of Sustainable and Green Marketing Practices, 2025). In addition, there is a large body of literature that investigates the impact of FOMO on engagement with digital content, impulse buying, and dependence on social media (Systematic Review on Digital FOMO, 2025; FOMO & Impulse Buying, 2021). However, to date, there has been no academic work that has considered the application of FOMO to sustainability, and there is a growing body of evidence showing that individuals are increasingly comparing, showcasing, and rewarding other people's environmentally responsible actions in online communities. Finally, studies of sustainable consumer behaviour point to such factors as values, environmental concern, identity, and marketing communications as key factors in influencing consumer behaviour (Sustainable Consumption Review, 2024; Determinants of Green Behaviour, 2025); however, they fail to explore the idea that consumers may experience pressure, anxiety, or motivation based on the behaviour of others who engage in environmentally friendly practices. Currently, there are no proposed theoretical models to explain how green digital marketing cues (e.g., advertisements, websites) create what can be referred to as Eco-FOMO, which is an emotional reaction that would then drive eco-friendly behaviour. Through the introduction of Eco-FOMO, this paper provides a framework for understanding Eco-FOMO based on established theories: Social Comparison Theory, FOMO Theory, and Green Identity Theory. 4. CONCEPTUAL METHODOLOGY The study utilises a conceptual model and empirical approach to build a model for "Environmental FOMO," or Eco-FOMO, which seeks to develop theories and construct models. Four structured steps are taken to complete the methodology: 1. Identification of literature: An extensive review of published literature regarding green marketing, new marketability models and theories was conducted using databases (e.g., MDPI, Springer, Elsevier, ScienceDirect, ResearchGate) and open-access online repositories between 2020 and 2025, to ensure they were relevant to contemporary digital behaviours. 2. Theoretical integration: The reviewed literature was synthesised to create three theoretical foundations for EcoFOMO: FOMO theory, social comparison theory and green identity theory. These three theoretical foundations form the basis for defining and developing Eco-FOMO. 3. Construct development: A new construct, Eco-FOMO, was created based upon the knowledge gained from combining digital psychology, marketing sustainability, and environmental identity research. Although the word "Eco-FOMO" has not been used in any previous study as a formal term, it is a logical extension of other existing constructs, including "FOMO," "Eco-Anxiety," and "Sustainable Identity." 4. Development of a conceptual framework: A conceptual framework linking the factors of green marketing, Eco-FOMO, and sustainable consumer engagement was created from a synthesis of the literature and included supporting theoretical pathways, mediators and moderators. This methodology adds to the overall internal consistency of the conceptual framework and its contribution to the theoretical field. Conceptual framework The Eco-FOMO concept is at the heart of the green digital marketing activity, and the effect is mediated through EcoFOMO of sustainable engagement. Eco-FOMO is proposed to be the mediating mechanism between green digital marketing activity and sustainable engagement. Green digital marketing - Eco-FOMO Green digital marketing is achieved through social media promotion, eco-labels and Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 394 © 2025 Mansi Pundir, Mayank Chauhan, V.K. Singh. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ social influencers, as well as through green storytelling -- all of which provide consumers with cues to be more sustainable and raise their level of environmental awareness and to have goals and expectations formed from their peers. Research establishes that cues created through green digital marketing raise the level of environmental awareness in consumers and the perception of peer expectations. Based upon Social Comparison Theory, through seeing eco-friendly behaviour of their peers, consumers are motivated to adopt similar behaviour or experiences when they perceive they are falling behind in comparison to their peers. This feeling of falling behind will create the groundwork for Eco-FOMO. Eco-FOMO - Sustainable Engagement Eco-FOMO is the perceived motivation of individuals to engage in more ecofriendly behaviours due to perceived social pressure, identity improvement and fear of negative social judgement. Research into FOMO has demonstrated that, in addition to being used to support non-sustainable engagement, individuals will demonstrate accelerated behavioural change as a result of EcoFOMO. Following on this rationale, it is reasonable to expect that individuals with Eco-FOMO will have an enhanced willingness to adopt sustainable products, engage in green challenges, and buy from or support environmentally conscious brands. Green Identity and Perceived Environmental Responsibility as Mediators. Green identity theory states that sustainable actions help individuals see themselves in terms of their self-concept (Green Identity and Marketing Communication). Research has shown that consumers are influenced by their state of ecofriendly identity and that individuals exposed to their peers' eco-friendly behaviour can trigger activation of their own green identity. The thesis surrounding perceived environmental responsibility states that an individual's belief in the impact of their actions upon the environment strengthens the emotional connection associated with Eco-FOMO (Sustainable Lifestyle Study). As such, perceived environmental responsibility can be viewed as a means of mediating the emotional impact of EcoFOMO upon individuals. Moderating Factors for Eco-FOMO: Environmental Awareness, Digital Literacy, and Social Influence. Environmental Awareness, Digital Literacy, and Social Influence can serve to moderate the effects of Eco-FOMO on an individual and the potential for consumers to adopt eco-friendly behaviours. Proposed Hypotheses Based on theoretical articulation, the following hypotheses are proposed: H1:Green digital marketing positively influences Eco-FOMO. H2:Eco-FOMO positively influences sustainable consumer engagement. H3:Green identity mediates the association between EcoFOMO and sustainable engagement. H4:Perceived environmental responsibility mediates the association between Eco-FOMO and sustainable engagement. H5:Environmental awareness moderates the relationship between Eco-FOMO and sustainable engagement. H6: Social influence moderates the relationship between EcoFOMO and sustainable engagement. The conceptual model below describes the proposed theoretical relationships. This model suggests that exposure to sustainability-oriented digital cues triggers Eco-FOMO, which subsequently enhances consumer engagement with eco-friendly behaviour. Green identity and perceived responsibility operate as mediators, while environmental awareness and social influence strengthen the relationship through moderation. 5. DISCUSSION The study of digital sustainability focused on the role of EcoFOMO ("Fear of Missing Out") in how digital marketing emphasising sustainability impacts consumer actions and behaviours (Anderson, 2024; Fernandes, 2024). Several past studies suggested that sustainability influences attitudes and purchase intentions; however, they did not recognise the psychological process of Eco-FOMO or the emotional triggers that move consumers beyond sustainable awareness toward sustainable action (Jain, 2024; Kapoor & Sen, 2022). This ecological marketing viewpoint demonstrates how EcoFOMO develops as consumers perceive the lifestyles of other individuals, such as peers or influencers, as being more “green” (Das & Patel, 2023; Balaji & Rao, 2021). Digital sustainability environments provide visible benchmarks of moral or responsible lifestyles, such as reusable alternatives, zero-waste routines, or eco-certified products and services (Chowdhury, 2025; Paul & Gupta, 2022). As consumers encounter these repeated sustainability cues, they begin to develop concern about how others evaluate their level of “greenness” (Heinrich, 2025). Studies have shown that consumers modify their purchase decisions when they perceive that they are behind their peers in digital behaviour, especially in socially visible consumption situations (Aggarwal & Kaushik, 2025). Therefore, it is likely that individuals will exhibit similar emotional responses when evaluating sustainable alternatives, particularly when such choices are public and identity-expressive (Wang, 2024). Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 395 © 2025 Mansi Pundir, Mayank Chauhan, V.K. Singh. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ The introduction of Eco-FOMO broadens contemporary understanding of digital consumer psychology by merging sustainability ethics with comparison-based emotions and identity responses (Tripathi & Chaudhary, 2024). Consumers may feel increased urgency to demonstrate sustainable behaviour when their green identity is activated (Heinrich, 2025). This model, therefore, provides clarity regarding why sustainability-oriented digital messages translate into observable changes in consumer behaviour (Anderson, 2024). Theoretical Implications Conceptually developing Eco-FOMO introduces three significant contributions to the field of academia. First, it builds on classical FOMO theory by demonstrating that FOMO is applicable in multiple contexts, not just experiential or material contexts, i.e., Eco-FOMO illustrates that consumers have the potential to feel excluded because of their lack of commitment to values-based moral consumption patterns. Second, the Eco-FOMO model advances the research literature on sustainable behaviours by assisting in including emotional influences in decision-making frameworks, which historically have only considered the rational aspect of cognitive processing (depending on how an individual sees the world), personal values, and perceptions of their individual control over behaviour. It presents a psychological pathway toward addressing the well-documented disparity of sustainability research literature between attitudes and behaviours through the concept of Eco-FOMO; individuals may engage in proenvironmental behaviour (i.e., sustainability) out of a concern that they will not measure up to the visible expectations that others have for the environment. Third, Eco-FOMO is theoretically situated within Social Comparison Theory and Environmental Identity Development. This framework proposes that when exposed to multiple proenvironmental messages, the consumer engages in a social comparative assessment and, as a result, will attempt to engage in active participation in order to continue to be congruent with others who have negative environmental impacts. Managerial Implications The conceptual model can also be viewed from a managerial perspective because it illustrates how brands can strategically leverage digital sustainability communication to drive engagement. Brands will create visual representations of community achievements and accomplishments in terms of how many current participants, green accomplishments and badges earned, etc. Furthermore, companies can create an interactive campaign that creates a sense of urgency to focus on sustainable practices. As an example, an interactive campaign could include an interactive green challenge and leaderboard. The interactive campaign can enhance the spread of Sustainability Contagion, while at the same time creating an opportunity for companies to promote their products and/or services via social media and influencer marketing strategies. By doing this, brands can create a mechanism to help influence the adoption of eco-norms within their organisations. In addition, brands can use comparison messaging as a tool to align behaviours with their sustainability goals, but they should do so in an inspiring, motivational way. Finally, Eco-FOMO is a mechanism for activating specific behaviours. Limitations of the Study Although the conceptual model provides a meaningful contribution, the paper has several inherent academic limitations: 1. Absence of empirical validation The model is conceptual and does not include survey-based or experimental testing. Therefore, the actual strength of relationships remains unverified. 2. Lack of standardised Eco-FOMO measurement Since Eco-FOMO is newly conceptualised, no existing validated scale is available, which limits immediate quantitative application. 3. Contextual Specificity The conceptualisation largely draws from digital sustainability consumption patterns. Results may vary in offline or low-technology environments. 4. Generalisation constraints Younger digital consumers are more susceptible to comparisonbased emotions; therefore, applicability to older demographics may differ. 5. Cross-cultural variation Sustainability norms differ across countries, so Eco-FOMO intensity may not be uniform globally. Future Directions and Research Scope The conceptual work opens strong academic directions for future research: 1. Development of an Eco-FOMO Measurement Scale Future researchers can operationalise Eco-FOMO using scale development steps (item generation, reliability, validity). 2. Empirical Testing of the Model • Structural Equation Modelling (SEM), • Mediation/Moderation analysis, can be used to statistically validate pathways. 3. Cross-country comparative studies Eco-FOMO may be stronger in collectivist societies (e.g., India) Compared to individualistic societies (e.g., USA, Europe). 4. Longitudinal research Researchers can observe Eco-FOMO before and after sustainability campaigns. 5. Behaviour-based experiments Example: Show people sustainability ads and measure emotional shift, purchase intention, or participation intention. 1. Integration with psychological states Eco-FOMO can be studied alongside: – guilt-based green persuasion – digital sustainability anxiety 2. – moral identity salience Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 396 © 2025 Mansi Pundir, Mayank Chauhan, V.K. Singh. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ 3. Industry-specific application The model can be extended to: – electric vehicles – green cosmetics – eco-fashion – organic packaged food – sustainable tourism 6. CONCLUSION Based on the above theoretical discussions, the paper proposes and validates a conceptual pathway linking digital sustainability exposure with active consumer engagement via the Eco-FOMO mechanism. This study conceptualises Eco-FOMO as a newly emerging emotional mechanism that is triggered when individuals perceive others engaging more actively in sustainable behaviour. Unlike traditional forms of FOMO, Eco-FOMO is associated with identity-based discomfort, comparative environmental responsibility, and motivation to improve one’s ecological involvement. The proposed conceptual model explains how visible sustainability-based cues such as digital campaigns, eco-labels, and influencer endorsements activate Eco-FOMO, which then drives participation in eco-friendly actions, purchase intention, and engagement in sustainability initiatives. Through its integration with Social Comparison Theory, FOMO theory, and green identity development, the model offers a theoretical pathway that clarifies how consumer emotions translate into observed sustainable behaviours. The model provides a foundation for operationalising Eco-FOMO as a measurable construct and opens opportunities for empirical validation through mediationand moderation-based investigations. Overall, this work expands the academic understanding of digital sustainability psychology and offers meaningful avenues for future research. Brands, policymakers, and sustainabilitycentric platforms can apply Eco-FOMO-based communication to positively accelerate sustainable lifestyles, making responsible consumption socially rewarding, emotionally engaging, and behaviorally achievable. REFERENCES 1. Aldrich C. Determinants of green consumption behaviour: a systematic evidence review. Front Sustain. 2024;4:1428764. 2. Aman I, Rahman M. The effects of green marketing practices on consumer purchasing behaviour. Int J Health Sci. 2022;6(3):876–890. 3. Anderson S. Navigating fear of missing out in sustainable consumption: role of brand passion and green values. J Sustain Mark. 2024;12(4):189–207. 4. 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This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. About the corresponding author Mansi Pundir is a Research Scholar at Gurukula Kangri Deemed to be University, Haridwar, Uttarakhand, India. Her academic interests focus on consumer behaviour, sustainable marketing, digital engagement, and emerging trends in green consumption, with an emphasis on conceptual and interdisciplinary research perspectives.