Social media marketing is now considered a potent means to bridge between the concept of sustainable business and the buying power of consumers. The purpose of this study is to investigate how social media marketing influences sustainable consumption behavior with consumers through thematic analysis of consumer perceptions. Results suggest that digital platforms raise the awareness of sustainability to consumers, but that greenwashing, being sensitive to prices, as well as consumption spread through influencers do not let sustainability campaigns be effective. The study uncovers how brand believability, influencer marketing, as well as social media advertising, influence the consumers’ trust and purchase inclination. For sustainability to be genuine—in which the consumer commits to the business—, businesses should adopt transparent messaging and long-term engagement strategies. The study provides the contributions to existing literature through the study on how to optimize social media marketing strategies for ethical and sustainable consumption. Social media marketing can utilize other types of research to realize why purchase patterns using social media are changing.