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How Does Social Media Impact Consumers’ Sustainable Purchase Intention?

  • Nilesh Arora EMAIL logo , Meghna Rana and Sanjeev Prashar
Published/Copyright: January 31, 2023
Review of Marketing Science
From the journal Review of Marketing Science Volume 21 Issue 1

Abstract

Expanding expenditures and emphasis on sustainable marketing necessitate additional research to comprehend how to effectively influence sustainable attitudes and behaviour, particularly in the under-researched realms of social media. The role of social media in creating and building attitudes towards sustainable purchasing is vastly underexplored. Based on social learning theory and the theory of planned behaviour, the present study has been endeavoured to investigate the factors that influence consumers’ sustainable purchase attitudes and intentions. With the data sets obtained from three hundred 50 respondents, structural equation modelling (SEM) was employed using AMOS 22.0. From the study findings, it is observed that social media usage, social influence, drive for environmental responsibility, and perceived trust in social media are the major antecedents of consumers’ sustainable purchasing attitudes, which in turn influence their sustainable purchase intentions. It is pertinent for prominent stakeholders, including governments and regulatory agencies, to employ the findings of this study while designing campaigns to encourage individuals to practise sustainable buying behaviour. Fostering sustainable buying behaviour could help mitigate the negative consequences of impulsive purchasing on human beings and the environment. Thus, deciphering the function of social media in promoting sustainable purchasing attitudes makes the current research novel and valuable.

Keywords: social media usage; social media; sustainability; social influence; environmental responsibility; sustainable purchase
Corresponding author: Nilesh Arora, Chandigarh University, Mohali, Punjab, India, E-mail:

Appendix 1: Measurement items

Construct and scale items Sources
1. Social media usage Ellison, Steinfield, and Lampe (2007)
Statements 1 2 3 4 5 6 7
My engagement on social media influences my green products purchase behaviour
I se social media to search information about green products
Expressing my opinion about green products that I am thinking about buying is very easy via social media
2. Social influence Cheung et al. (2017)
Statements 1 2 3 4 5 6 7
Most of the people who are important to me support my purchases of green products
Those who, I think are valuable to me would prefer me to buy green products
If I purchase green products, people who are important to me will also do so
3. Drive for environmental responsibility Kumar and ’Ghodeswar’s (2015)
Statements 1 2 3 4 5 6 7
Supporting environmental protection makes me feel as an environmentally responsible person
I should be responsible for protecting our environment
Environmental protection starts with me
I would say I am emotionally involved in environmental protection issues
Supporting environmental protection makes me special
4. Perceived trust on social media Hajli (2014)
Statements 1 2 3 4 5 6 7
Contents about green products on social media are trustworthy
Contents about green products on social media are believable
Contents about green products on social media are credible
5. Consumer Sustainable purchase attitude Joshi and Rahman (2019)
Statements 1 2 3 4 5 6 7
I believe that sustainable purchasing by me will help in reducing pollution and help in improving the environment
I believe that sustainable purchasing by me will help in reducing wasteful use of natural resources
I believe that sustainable purchasing by me will help in conserving natural resources
I feel good about myself when I involved in sustainable purchasing
6. Sustainable Purchase intention Valle et al. (2005)
Statements 1 2 3 4 5 6 7
When shopping, I deliberately check products for environmentally harmful ingredients
When shopping, I deliberately choose products with environmentally friendly packaging
I’ll prefer to buy sustainable products even if they are expansive than others
While purchasing, I see environmental and fair-trade label before buying the products

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Received: 2022-09-09
Accepted: 2023-01-08
Published Online: 2023-01-31

© 2023 Walter de Gruyter GmbH, Berlin/Boston

Articles in the same Issue

  1. Frontmatter
  2. The Rise of the Non-Fungible Token (NFT) Market in Turkey: The Effect of Social Media Interaction and the Need for Uniqueness on NFT Purchase Intention*
  3. Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands
  4. Dynamic Formation of Quality Expectations: Theory and Empirical Evidence
  5. A Systematic Analysis of Higher Educational Content Over Social Media for Engagement Optimization
  6. Developing Affective Brands: Paratextualization in the Entertainment Industry
  7. How Does Social Media Impact Consumers’ Sustainable Purchase Intention?
  8. Packaging Global Warming Products: The CIS Strategy as a Driver of Gen Z’s Satisfaction and Loyalty
  9. How to Improve the Performance of Email Marketing Campaigns? A Field Experiment Using the Authority Principle to Improve Email Performance
  10. Marketing Journal Rankings: Active Scholar Assessment
  11. Further Insight into the Usage of Bank Cards Over Cash at the Point-of-Sale?
  12. Exploring Must-know Criteria for Effective Customer Segmentation in Online Market Using AHP
  13. The Impact of Customer Perceived Justice on Target-Based Customer Citizenship Behaviors: The Mediating Effects of Customer Trust and Affective Commitment
  14. Unveiling Brand Convergence in Consideration Sets: The Effects of Purchase for Self or Others and Product Nature
https://doi.org/10.1515/roms-2022-0072
Keywords for this article
social media usage; social media; sustainability; social influence; environmental responsibility; sustainable purchase

Articles in the same Issue

  1. Frontmatter
  2. The Rise of the Non-Fungible Token (NFT) Market in Turkey: The Effect of Social Media Interaction and the Need for Uniqueness on NFT Purchase Intention*
  3. Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands
  4. Dynamic Formation of Quality Expectations: Theory and Empirical Evidence
  5. A Systematic Analysis of Higher Educational Content Over Social Media for Engagement Optimization
  6. Developing Affective Brands: Paratextualization in the Entertainment Industry
  7. How Does Social Media Impact Consumers’ Sustainable Purchase Intention?
  8. Packaging Global Warming Products: The CIS Strategy as a Driver of Gen Z’s Satisfaction and Loyalty
  9. How to Improve the Performance of Email Marketing Campaigns? A Field Experiment Using the Authority Principle to Improve Email Performance
  10. Marketing Journal Rankings: Active Scholar Assessment
  11. Further Insight into the Usage of Bank Cards Over Cash at the Point-of-Sale?
  12. Exploring Must-know Criteria for Effective Customer Segmentation in Online Market Using AHP
  13. The Impact of Customer Perceived Justice on Target-Based Customer Citizenship Behaviors: The Mediating Effects of Customer Trust and Affective Commitment
  14. Unveiling Brand Convergence in Consideration Sets: The Effects of Purchase for Self or Others and Product Nature
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