数字时代的环境可持续性:解读社交媒体对绿色购买意向的影响

IF 3.5 Q2 BUSINESS
Mohammed Nazish, Mohammed Naved Khan, Zebran Khan
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引用次数: 0

摘要

目的 不道德地使用自然资源导致环境日益恶化。日益枯竭的环境对当代人和子孙后代的可持续发展构成了威胁。本文旨在研究社交媒体对消费者绿色购买意向的影响。研究采用相互决定论的理论,整合社交媒体、绿色产品知识、绿色消费价值观和环境责任驱动力等变量,评估它们对绿色购买意向的共同影响。研究结果该研究验证了社交媒体(SM)能够影响消费者选择更环保产品的意向。除社交媒体外,绿色消费价值观和环境责任感对绿色购买意向也有显著影响。原创性/价值现有的学术文献表明,研究人员采用了多种理论作为研究基础,旨在预测与环保意识购买相关的意向和行为。据我们所知,这是第一项将社交媒体纳入互惠决定论的研究。值得注意的是,本文是在新兴经济体背景下将绿色产品知识作为中介变量的首次调查。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention

Purpose

The unethical use of natural resources is contributing to the increasing environmental degradation. The depleting environment poses a threat to the sustainability of present and future generations. This paper aims to investigate the impact of social media on the green purchase intention of consumers. The research adopts the theory of reciprocal determinism to integrate the variables of social media, green product knowledge, green consumption values and drive for environmental responsibility, assessing their collective impact on green purchase intention.

Design/methodology/approach

Data were gathered from a sample of 310 young consumers using a structured close-ended questionnaire. The proposed hypothesis was tested by employing PLS-SEM.

Findings

The study validates that social media (SM) has the ability to shape consumers' intention to choose more eco-friendly products. In addition to social media, green consumption values and the drive for environmental responsibility exert a significant influence on green purchase intention. However, green product knowledge did not have a significant impact on green purchase intention nor did mediate the relationship between social media and green purchase intention.

Originality/value

The existing scholarly literature indicates that researchers have employed a variety of theories as the basis for their studies aimed at predicting intentions and behaviors related to environmentally conscious purchases. To our knowledge, this is the first study to incorporate social media in the theory of reciprocal determinism. Notably, the paper represents the inaugural investigation in the context of an emerging economy to incorporate green product knowledge as a mediating variable.

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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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