How does green advertising skepticism on social media affect consumer intention to purchase green products?

2020 ◽  
Vol 19 (4) ◽  
pp. 371-381 ◽  
Author(s):  
Biao Luo ◽  
Ying Sun ◽  
Jie Shen ◽  
Lihui Xia
Keyword(s):  
Social Media ◽  
Green Products ◽  
Green Advertising ◽  
Intention To Purchase ◽  
Advertising Skepticism

Understanding consumers’ intentions to purchase green products in the social media marketing context

2019 ◽  
Vol 32 (4) ◽  
pp. 860-878 ◽  
Author(s):  
Ying Sun ◽  
Shanyong Wang
Keyword(s):  
Social Media ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Perceived Behavioral Control ◽  
Product Knowledge ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

Purpose The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups. Design/methodology/approach A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis. Findings The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups. Originality/value This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

scholarly journals A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice

2018 ◽  
Vol 10 (10) ◽  
pp. 3688 ◽  
Author(s):  
So Young Song ◽  
Youn-Kyung Kim
Keyword(s):  
Decision Tree ◽  
Environmental Ethics ◽  
Consumer Choice ◽  
Essential Elements ◽  
Influential Factors ◽  
Tree Model ◽  
Advertising Strategy ◽  
Green Advertising ◽  
Intention To Purchase ◽  
Different Types

This study uses a human-centered approach to environmental ethics to examine which perceived factors in advertising predict consumers’ intention to purchase “green”, or sustainably and ethically produced, apparel. We use eight different types of green apparel advertisements to build a decision tree model to determine the most influential factors that lead to future purchases of green apparel. We classify consumers’ perceptions of green advertising as either humanistic, environmental, or product-related responses and propose a conceptual framework to outline the essential elements of an effective green advertising strategy. We use a sample of 829 US consumers from the period January 2015 to December 2017 in our empirical research. Our results show that four factors, namely, perception of the apparel’s quality, its uniqueness, caring, and nature connectedness, predict consumers’ intention to purchase green apparel. Notably, the largest segment of consumers (36%), those who perceive high levels of apparel quality and caring in the advertising, are identified as the high-purchase group. Our findings could improve strategies in green apparel advertising by providing a new analytical approach to model consumers’ behavioral intention to purchase green apparel.

scholarly journals Use of Social Media Platforms for Purchasing Fashion Items: A Comparison of US and Chinese Consumers

2020 ◽  
Vol 23 (1) ◽  
pp. 1-25
Author(s):  
Li Shen
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Perceived Usefulness ◽  
Cultural Dimensions ◽  
Future Research ◽  
Fashion Industry ◽  
Chinese Consumers ◽  
Intention To Purchase ◽  
Social Media Platforms ◽  
Use Of Social Media

This paper develops a conceptual connection between the Revised Technology Acceptance Model and Hofstede’s Cultural Dimensions in explicating the adoption by customers of a social media platform in the fashion industry in the context of the US and China. This study shows that the trustworthiness of Facebook is positively related to US customers’ intention to purchase fashion items and the trustworthiness of WeChat is positively related to Chinese customers’ intention to purchase fashion items. Also, US customers’ perceived usefulness is not positively related to the intention of using Facebook to buy fashion items. However, their Chinese counterparts had the opposite result. The findings enhance our understanding of the factors that influence customers’ adoption of social media platforms for purchasing fashion items and provides suggestions for marketing managers as to how they can utilize social media platforms to market fashion items. The paper concludes with a discussion of possible future research in this field.

scholarly journals MEDIA RICHNESS ON INSTAGRAM INFLUENCES TOWARDS CONSUMER PURCHASE INTENTION: EXPLORING THE MODERATING EFFECT OF BRAND EQUITY

2020 ◽  
Vol 1 (6) ◽  
pp. 1001-1011
Author(s):  
Muhammad Asyraf Hasim ◽  
Mohd Fikri Ishak ◽  
Nurul Nadia Abdul Halim ◽  
Arman Hj Ahmad ◽  
Putu Ngurah Suyatna
Keyword(s):  
Social Media ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Media Richness ◽  
Intention To Purchase ◽  
Business Practitioners

Social media has become a widely-adopted technology since it being introduced to the world, affecting businesses in myriad ways. Majority of companies nowadays started to invest on social media marketing in regards to the ability of this marketing initiative lead to better profitability. However, only few studies have looked at the empirical link between media richness from social media i.e. Instagram and purchase intention among consumers. This paper discusses the influences of media richness on Instagram towards consumers’ intention to purchase mediated by brand equity. This study was conducted utilising survey research method, aiming to create better understanding of consumer intention to purchase as being influenced by social media richness. A total of 537 undergraduate students in Kuala Lumpur, Malaysia age 19 to 24 years old took part in this study as respondents. The respondents are exposed to Instagram postings on similar products for sale. Partial least square structural equation modelling (PLS-SEM) applied to fit the data in the hypothesised model. The outcome of study is useful to both researchers and business practitioners to understand the importance of social media richness specifically utilising Instagram as business platform. Future study should consider on discovering different perspective of media richness involving other types of social media.

scholarly journals Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective

2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Peter Ansu-Mensah
Keyword(s):  
University Students ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Influencing Factor ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Green Product ◽  
Green Products ◽  
Intention To Purchase

AbstractThe indiscriminate consumption patterns worldwide have brought in its wake severe problems like pollution and global warming, and this has ultimately called for green products awareness and consumption. The main purpose of this study was to assess the effect of university students’ awareness of green products on their green purchasing intentions. The specific objectives were to identify whether awareness, price, availability, value and quality influence university students’ intention to purchase green products, and to investigate how awareness, price, availability, value and quality predict university students’ intention to purchase green products. A structural equation modeling was used to analyze data collected from an online survey of 478 students. Results show that green perceived quality has the utmost significant positive impact on university students’ green purchase intentions; however, green perceived availability had the slightest impact on university students’ intention to purchase green products. The study is the foremost to conclude that green product awareness impact on university students green purchase intentions is greatly driven by price, high value and extraordinary quality. However, availability is not a critical influencing factor when it comes to green purchase intentions of university students. The implications of study, limitations and further research are discussed.

scholarly journals When does personalization work on social media? a posteriori segmentation of consumers

2021 ◽  
Author(s):  
Jorge Serrano-Malebrán ◽  
Jorge Arenas-Gaitán
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Purchase Intention ◽  
Perceived Usefulness ◽  
Cognitive State ◽  
Mobile Social Networks ◽  
Fashion Products ◽  
Intention To Purchase ◽  
Different Types ◽  
Stimulation Of

AbstractThe aim of this research is to find a segment of consumers of fashion products based on their personal visions of personalization of shoppable ads on mobile social media. To meet this objective, three operational objectives are defined. First, a theoretical model is evaluated based on the stimulus-organism-response framework (S–O–R). This examines, with a PLS-SEM approach, how the stimulation of personalization will affect consumers' internal cognitive state (perceived usefulness) and consequently generates a behavioral response (intention to buy). Second, we look for fashion consumer segments based on their perception of personalization through prediction-oriented segmentation (PLS-POS). Third, the segments are explained based on three constructs that were considered important in fashion consumption through mobile social networks: purchase intention, concern for privacy, and perception of trend. The inclusion of personalization and the perception of usefulness of advertisements can greatly help the intention to purchase clothing to be understood. The application of a posterior segmentation helps to better understand the different types of users exposed to shoppable ads on mobile social networks and their relationship with the purchase intention, concern for privacy and trend. While the measures and scales were tested in a context of mobile clothing trade, the methodology can be applied to other types of products or services.

Sign in / Sign up

Export Citation Format

Share Document