How is the topic of circular economy communicated and perceived on social media? Systematic literature review

Social media has become a central instrument for communicating the principles and societal relevance of the Circular economy (CE). Its capacity to rapidly disseminate information and influence attitudes positions it as a crucial medium for engaging broad audiences and fostering informed debate. This paper, therefore, examines the relationship between CE and digital communication on social networks, with particular attention to how these platforms contribute to opinion formation and awareness-raising. A systematic literature review was conducted, analysing 40 scientific studies. The findings demonstrate that social networks, most notably X (Twitter), play a decisive role in framing CE-related issues, identifying perceived barriers, and mobilising diverse stakeholder groups. Dominant thematic areas include recycling, waste management, energy efficiency, and greenfluencing, all of which are widely circulated and discussed online. The evidence further indicates that effective CE communication must be transparent, data-driven, and sensitive to national contexts to support behavioural shifts towards sustainability. Overall, the review underscores that social media is not merely a supplementary channel but a strategically important tool for informing the public, and for societal perceptions of the circular economy, and strengthening engagement with sustainability transitions.