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The role of firms’ communication about eco-friendly products on social media and conventional media post-COVID-19

Iwan Koswara (Faculty of Communication Science, Padjadjaran University, Bandung, Indonesia)
Putri Trulline (Faculty of Communication Science, Padjadjaran University, Bandung, Indonesia)
Asep Saeful Rohman (Faculty of Communication Science, Padjadjaran University, Bandung, Indonesia)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 28 May 2024

Issue publication date: 16 July 2024

222

Abstract

Purpose

The paper examined the impact of corporate communication about eco-friendly products on social media (CSM) and conventional media (CCM) on individuals/buyers’ intent for co-creating environmental values (ICEV) post-Coronavirus pandemic in Indonesia.

Design/methodology/approach

Data were gathered from 561 individuals/buyers, via cross-sectional sampling in Bandung city, Indonesia. Next, this study used structural equation modelling to assess the theoretical model and hypothetical relationships.

Findings

Both factors, i.e. CCM and CSM, positively and significantly affect ICEV.

Originality/value

The paper is an original attempt to assess the impact of corporate communication about eco-friendly products on media toward ICEV in Indonesia’s post-Coronavirus pandemic. Besides, it is an initial effort to create the notions of success expectancy and self-efficacy and analyse whether these two concepts can become factors that mediate the effects of corporate CCM and CSM on buyers’ ICEV. This paper also develops ICEV to expand social cognitive theory from the perspective of co-creating environmental values.

Keywords

Acknowledgements

Funding: This research is funded by the Internal Grant of Padjadjaran University (Hibah Internal Unpad-HIU) in the 1st Phase of the Accelerated Research for Head Lecturers (Riset Percepatan Lektor Kepala-RPLK) scheme.

Citation

Koswara, I., Trulline, P. and Rohman, A.S. (2024), "The role of firms’ communication about eco-friendly products on social media and conventional media post-COVID-19", Journal of Communication Management, Vol. 28 No. 3, pp. 531-551. https://doi.org/10.1108/JCOM-08-2023-0094

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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