DOES ENVIRONMENTAL AWARENESS VIA SNSS CREATE SUSTAINABLE CONSUMPTION INTENTION AMONG THE MILLENNIALS?

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2022-06-30 DOI:10.31620/jccc.06.22/08

Mohd Salman Shamsi, S. Narula, Anshuman Sharma

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引用次数: 5

Abstract

Globalization as well as digitalization is changing not only the business formats but also the environmental scenario of this planet. It is quite imperative to move society towards sustainable consumption. As social networking sites are believed to be capable of influencing users’ perspectives, their role in creating sustainable consumption intentions must be explored. This research, thus, explores the impact of Environmental Awareness via Social Networking Sites (SNSs) and Environmental Concerns on Green Product Purchase Intention i.e. sustainable consumption intention. It also strives to uncover reasons for and against the green consumption of millennials. A total of 300 questionnaires were administered to students and young professionals of North Indian Tier-2 cities, out of which 281 were found to be complete and relevant for the study. The data analysis was done using the IBM SPSS Statistics v25 and IBM SPSS Amos v22 to explore the impact of Environmental Awareness via Social Media and Environmental Concerns on Green Product Purchase Intention. The results demonstrate that environmental concern as well as environmental awareness via SNSs have a significant impact on green product purchase intention. The study also highlights environmental sustainability (concern) and personal consciousness as reasons for green consumption and Unavailability is a reason against it regarding millennials. Moreover, the study suggests the tested variables to be considered for theory building or modification of existing ones like the Theory of Planned Behaviour, Technology Acceptance Model, etc.

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SNSS的环境意识是否会在千禧一代中产生可持续的消费意愿?

全球化和数字化不仅改变着商业模式，也改变着这个星球的环境。推动社会走向可持续消费是非常必要的。由于社交网站被认为能够影响用户的观点，因此必须探索其在创造可持续消费意图方面的作用。因此，本研究探讨了社交网站的环境意识和环境关注对绿色产品购买意愿（即可持续消费意愿）的影响。它还努力揭示支持和反对千禧一代绿色消费的原因。共向北印度二级城市的学生和年轻专业人员发放了300份问卷，其中281份是完整的，与研究相关。使用IBM SPSS Statistics v25和IBM SPSS Amos v22进行数据分析，以探讨通过社交媒体的环境意识和环境问题对绿色产品购买意愿的影响。研究结果表明，通过社交网络的环境关注和环境意识对绿色产品购买意愿有显著影响。该研究还强调，环境可持续性（关注）和个人意识是绿色消费的原因，而不可用性是千禧一代反对绿色消费的一个原因。此外，该研究建议，在建立或修改现有的理论时，应考虑测试变量，如计划行为理论、技术接受模型等。

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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来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.