The role of social media in consumers’ intentions to buy green food: evidence from Türkiye
ISSN: 0007-070X
Article publication date: 9 May 2023
Issue publication date: 9 April 2024
Abstract
Purpose
There is limited research examining the relationship between social media and green food purchasing behaviour. In the current study, we examine the factors that affect consumers’ green food purchasing behaviour in Türkiye.
Design/methodology/approach
Data collected from the participants by survey method were analysed using Smart PLS 4.0 with IBM SPSS 26 and PLS to run SEM.
Findings
Our findings have revealed that from all the structural elements in the theory of planned behaviour (TPB), only attitude and perceived behavioural control contribute to consumers’ green food purchasing behaviour, while subjective norms do not contribute to consumers’ green food purchasing behaviour. Additionally, it was found that social media usage (SMU) and digital marketing interactions (DMI) have a positive and significant effect on green food purchasing behaviour. More information, experiences, opinions and recommendations on green foods in social media channels can encourage consumers to buy more green food.
Originality/value
This study first evaluates the applicability of the TPB model in explaining green food purchasing behaviour. This study is extended with two new factors included in the original framework of the TPB model, namely, SMU and DMI.
Keywords
Acknowledgements
This paper forms part of a special section “Digitization and innovation of the food and beverage industry in the post-pandemic era: challenges, drivers and opportunities”, guest edited by Vincenzo Corvello, Ciro Troise, Alberto Michele Felicetti and Paul Jones.
Note: Based on the official Ankara’s request, The United Nations has changed the country name from “Turkey” to “Türkiye.
Citation
Armutcu, B., Ramadani, V., Zeqiri, J. and Dana, L.-P. (2024), "The role of social media in consumers’ intentions to buy green food: evidence from Türkiye", British Food Journal, Vol. 126 No. 5, pp. 1923-1940. https://doi.org/10.1108/BFJ-11-2022-0988
Publisher
:Emerald Publishing Limited
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