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

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.

Citation

Al Aflak, A. and Vij, P. (2024), "Going Green: The Effects of Moral Obligation and Social Media on Green Purchase Intention", Taneja, S., Kumar, P., Reepu, Balusamy, B., Sood, K. and Grima, S. (Ed.) Sustainability Development through Green Economics (Contemporary Studies in Economic and Financial Analysis, Vol. 114), Emerald Publishing Limited, Leeds, pp. 289-304. https://doi.org/10.1108/S1569-375920240000114017