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Green Social Media Campaigns: Influencing Consumers’ Attitudes and Behaviors

Author

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  • Rakhshan Ummar

    (Department of Management Sciences, National University of Modern Languages, Islamabad 44000, Pakistan)

  • Kanwal Shaheen

    (Department of Management Sciences, Government College Women University, Faisalabad 38000, Pakistan)

  • Iram Bashir

    (Department of Management Sciences, Government College Women University, Faisalabad 38000, Pakistan)

  • Junaid Ul Haq

    (Faculty of Management Sciences, Riphah International University, Faisalabad Campus, Faisalabad 38000, Pakistan)

  • Mark A. Bonn

    (Dedman College of Hospitality & Tourism Management (Ret.), Florida State University, Tallahassee, FL 32306, USA)

Abstract

The main aim of this research was to shed light on the influence of social media campaigns on consumers’ attitudes toward green tourism, aligning with sustainable consumer behavior. However, the prior literature explored the campaign characteristics and perceived usefulness of attitudes toward green consumption that translate into green consumer behavior. Data were collected from four hundred social media users, and the confirmatory factor was used to measure their reliability and validity. Hypotheses were measured through structural equation modeling. This research suggested that managers should consider campaign characteristics such as informativeness and persuasiveness to develop positive attitudes toward green tourism. Moreover, researchers should focus on social media campaign characteristics and perceived usefulness as antecedents of consumers’ attitudes toward green tourism.

Suggested Citation

  • Rakhshan Ummar & Kanwal Shaheen & Iram Bashir & Junaid Ul Haq & Mark A. Bonn, 2023. "Green Social Media Campaigns: Influencing Consumers’ Attitudes and Behaviors," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:17:p:12932-:d:1226540
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