The Influence of Instagram Influencers’ Activity on Green Consumption Behavior

Business Management and Strategy Pub Date : 2021-02-01 DOI:10.5296/BMS.V12I1.18265

S. S. Jalali, Haliyana Khalid

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引用次数: 8

Abstract

Nowadays, environmental problems are rising due to the individuals’ consumption behaviour, which necessitates serious attention. Consumers gradually become aware of the effect of their consumption behaviour on the environment and make a difference. Social media, particularly Instagram, play a major role in increasing awareness and promoting environmentally friendly behaviour. Hence, it is crucial to investigate the impact of Instagram on green consumption intention, which is the best predictor of behaviour. By reviewing the existing literature, the current study develops a conceptual model regarding the effect of Instagram influencers’ green activity on followers’ intention. As the model proposes, green attitude and green consumption intention are shaped among followers by the Instagram influencers’ green concern, green photo content, and green word of mouth (WOM). Additionally, it is proposed that the perceived credibility of followers moderated the link between green WOM and green consumption intention. The study contributes to the body of knowledge by developing a new model that helps identify green consumption intention determinants.

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Instagram网红活动对绿色消费行为的影响

如今，由于个人的消费行为，环境问题日益严重，需要引起高度重视。消费者逐渐意识到他们的消费行为对环境的影响，并做出改变。社交媒体，尤其是Instagram，在提高意识和促进环保行为方面发挥着重要作用。因此，调查Instagram对绿色消费意愿的影响至关重要，这是行为的最佳预测指标。本研究通过回顾已有文献，构建了Instagram网红绿色活动对关注者意向影响的概念模型。正如模型所提出的，Instagram网红的绿色关注、绿色照片内容和绿色口碑影响了关注者的绿色态度和绿色消费意愿。此外，我们还发现追随者的感知可信度在绿色口碑与绿色消费意愿之间起到了调节作用。该研究通过开发一个有助于确定绿色消费意愿决定因素的新模型，为知识体系做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Business Management and Strategy

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