Abstract
In achieving the Sustainable Development Goals (SDGs), businesses, especially small and medium enterprises (SMEs), can play a significant role as they contribute majority in value creation and employment. SMEs can align their business practices with sustainability in response to the increasing demand of sustainable consumption. Although governments are playing an active role in enhancing awareness, role of SMEs in such awareness is being overlooked. SMEs, being closely connected to consumers, can play a significant role in promoting and sharing green knowledge by influencing purchasing decisions, encouraging sustainable practices, and fostering environmental awareness, ultimately driving a shift in consumer behavior. The purpose of this research is to explore the role of SMEs in promoting green knowledge using social media. The qualitative-explorative research design is being used to collect data through semi-structured interviews with SMEs owners in Kuwait. The initial thematic analysis of the data, based on Actor-Network Theory (ANT), suggests an important role for social media, awareness, education, government regulation and cultural norms in sustainable consumption, with a cautionary role the greenwashing. Further analysis will be done to provide in-depth knowledge on the issue of social media-driven knowledge sharing by SMEs for sustainable consumption.