SOCIAL MEDIA AND GREEN CONSUMPTION BEHAVIOR OF MILLENNIALS

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Environmental Sustainability in Business Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Globalization and economic growth have brought substantial shifts in consumption practices, production and technology revolution in the wake of sudden spurt of social media usage among young consumers. The social media platforms have become a reliable source of communication with consumers and are shaping consumers' purchase intentions. Therefore, a framework was developed to explain and empirically verify the factors shaping green purchase intentions. Three factors Social media usage, Interpersonal Influence and E-WOM have been taken as exogenous variables. The model was tested and validated statistically with the help of structural equation modelling. Total of 500 respondents was sampled to collect the data. All four hypotheses were found to be statistically significant. The impact of social media usage was found to be most influential on purchase intention. The findings of the study will aid marketers to better understand how social media plays an important role in shaping consumers' purchase intentions and how social media can be leveraged in a better way to encourage green consumption among millennials.

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References

2007The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement 2013Seeing the world through GREEN‐tinted glasses: Green consumption values and responses to environmentally friendly products 2014A study of the impact of social media on consumers 1996Opinion Leaders and Opinion Seekers: Two New Measurement Scales 2006Measuring Motivations for Online Opinion Seeking 2012Brand Performances in Social Media 2006The value of participation in virtual consumer communities on brand loyalty 2011Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective

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