The Impact of Social Media Platforms ‘Facebook and Instagram’ in Influencing Purchasing Behaviour of Green Products

IF 3 Q2 BUSINESS

Vision-The Journal of Business Perspective Pub Date : 2023-01-07 DOI:10.1177/09722629221133960

Farah Tazeen, N. H. Mullick

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引用次数: 1

Abstract

The main goal is to investigate the impact on consumers’ purchase habits for green goods influenced by social media sites Facebook and Instagram. The article looks at the consumption behaviours of green products and how these social media platforms have helped increase awareness and support for marketing green products. The article involved data collection from a sample of 201 participants in Delhi, India. Data collection, as well as analysis techniques, were used to derive results from the data collected. In this study, A structural equation model was developed. It is clear from the data analyzed that platforms for social media, that is (Instagram and Facebook) have a substantial impact on the purchasing behaviours of green products. The study further measured the usage of channels for social media between the study samples to establish the effect of using social media to promote green products. Additionally, existing social media users are more likely to come across green products and develop a need to use the products. From the study, social media platforms influence the purchasing and consumption behaviours of users’ on green products.

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社交媒体平台“Facebook和Instagram”对绿色产品购买行为的影响

主要目的是调查受社交媒体网站Facebook和Instagram影响的消费者购买绿色产品习惯的影响。本文着眼于绿色产品的消费行为，以及这些社交媒体平台如何帮助提高对绿色产品营销的认识和支持。这篇文章收集了来自印度德里201名参与者的数据。数据收集和分析技术被用于从收集的数据中得出结果。本研究建立了结构方程模型。从分析的数据中可以清楚地看出，社交媒体平台，即Instagram和Facebook，对绿色产品的购买行为有实质性的影响。本研究进一步测量了研究样本之间社交媒体渠道的使用情况，以确定使用社交媒体推广绿色产品的效果。此外，现有的社交媒体用户更有可能接触到绿色产品，并产生使用这些产品的需求。从研究来看，社交媒体平台影响了用户对绿色产品的购买和消费行为。

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

Vision-The Journal of Business Perspective Multiple-

CiteScore

4.60

自引率

0.00%

发文量

121

期刊介绍： Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.