The impact of social media exposure and online peer networks on green purchase behavior

IF 9 1区心理学 Q1 PSYCHOLOGY, EXPERIMENTAL

Computers in Human Behavior Pub Date : 2024-11-28 DOI:10.1016/j.chb.2024.108517

Peggy M.L. Ng , Jason K.Y. Chan , Kam Kong Lit , Cherry T.Y. Cheung , Mei Mei Lau , Calvin Wan , Ellesmere T.K. Choy

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Abstract

Green purchase behavior has grown significantly to promote sustainable living and minimize the environmental impacts of increasing consumption. There are limited research investigating the impact of green digital interaction influence customers’ pro-environmental practices. Drawing from customer value theory, the objective of the present study is to investigate the mediating role of perceived values in the relationship between green digital interaction and green purchase intention. A total of 308 participants were recruited to complete a survey regarding green purchases in China. Structural equation modelling (SEM) was used, and the findings provided empirical evidence that emotional value is a central concept that mediates the relationship between green digital interaction and other value dimensions. The study provides significant findings for organizations and marketers to implement more effective digital marketing strategies to promote green products.

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来源期刊

Computers in Human Behavior Multiple-

CiteScore

19.10

自引率

4.00%

发文量

381

审稿时长

40 days

期刊介绍： Computers in Human Behavior is a scholarly journal that explores the psychological aspects of computer use. It covers original theoretical works, research reports, literature reviews, and software and book reviews. The journal examines both the use of computers in psychology, psychiatry, and related fields, and the psychological impact of computer use on individuals, groups, and society. Articles discuss topics such as professional practice, training, research, human development, learning, cognition, personality, and social interactions. It focuses on human interactions with computers, considering the computer as a medium through which human behaviors are shaped and expressed. Professionals interested in the psychological aspects of computer use will find this journal valuable, even with limited knowledge of computers.