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Going Green: The Effects of Moral Obligation and Social Media on Green Purchase Intention

In: Sustainability Development through Green Economics

Author

Listed:
  • Aamer Al Aflak
  • Priya Vij

Abstract

Purpose:Green consumerism is on the rise in the 21st century, impelling businesses to prioritise environmental awareness and expand eco-products to keep up with the growing demand. This research examines how social media (SM) and moral obligations (MO) affect consumer views and their propensity to make eco-friendly choices. Methodology:Data were gathered from 508 participants using an adaptive questionnaire. The proposed model was tested using ‘structural equation modelling’. Findings:The results show that electronic word-of-mouth (EWOM) and the intent to acquire green goods favourably impact consumer behaviour. MO positively influences attitudes and intentions to make green purchases (GPI), with attitudes acting as a mediator between MO and GPI. Implications:This research is of utmost importance for marketers wanting to enhance their SM communication strategies to influence consumers’ opinions of green products and raise the possibility that they would make environmentally conscious purchases.

Suggested Citation

  • Aamer Al Aflak & Priya Vij, 2024. "Going Green: The Effects of Moral Obligation and Social Media on Green Purchase Intention," Contemporary Studies in Economic and Financial Analysis, in: Sustainability Development through Green Economics, volume 114, pages 289-304, Emerald Group Publishing Limited.
    • Handle: RePEc:eme:csefzz:s1569-375920240000114017
    DOI: 10.1108/S1569-375920240000114017
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    More about this item

    Keywords

    Social media; moral obligation; green products; EWOM; green consumerism; consumer behaviour; green purchases intention; M31; M30; Q56;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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