Exploring the eco-attitudes and buying behaviour of Facebook users

Abstract

Eco-friendly consumers’ attitudes are becoming increasingly frequent, recent researchindicating that pro-environmental purchase behaviour not only lower costs on the longterm, but also enhance business stakeholders’ and consumers’ confidence in high addedvalue products and services. This paper undertakes an interdisciplinary research on howsocial media (i.e. Facebook) can influence users’ perceptions and buying behaviour relatedto five categories of ecological products and services (eco-food, eco-tourism, eco-housing,eco-textiles and eco-beauty & cosmetics). This research investigates how ecologicalproducts and services could gain popularity and overpass the identified purchasing barriers(e.g. high prices, low awareness, low availability) via superior integration in consumers’daily experiences with Facebook. The research findings indicate that Facebook representsan effective and innovative environment that could build the necessary links between greenattitudes and consumers’ hearts and minds.

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