Green Purchasing Behavior on Social Media: A Goal-Framing Theory Perspective

Kashif Farhat (), Wajeeha Aslam () and Shahira El Alfy ()
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Kashif Farhat: Mohammad Ali Jinnah University
Wajeeha Aslam: IQRA University
Shahira El Alfy: Higher Colleges of Technology

A chapter in Sustainable Development Through Data Analytics and Innovation, 2022, pp 17-31 from Springer

Abstract: Abstract The research investigates how social media persuasion affects green purchasing behavior through gain, hedonic, normative goal frames, environmental attitude, and ecological concern. Extant literature shows little empirical investigation on the role of Goal Frame Theory (GFT) dimensions and inward and outward environmental attitudes of customers toward green purchasing behavior that this study investigates. Simultaneously the study explores the moderating effect of ecological concern between environmental attitude and green purchasing behavior. A questionnaire was used to collect the data from 305 environmentally concerned customers. The results indicate that social media persuasion influences green purchasing behavior through the dimensions of GFT and inward environmental attitude. Notably, ecological concern emerged as a significant moderator between inward environmental attitude and green purchasing behavior. The results suggest that social media marketing must emphasize the benefit maximization and hedonic aspect (egoistic appeal) and the normative gain (altruistic appeal) of green products to form green purchasing behavior. Likewise, social media marketing must be designed to enhance inward environmental attitudes and ecological concerns to form positive green purchase behavior of customers. This study enriches the theoretical framework of green consumption and provides insights into the role of social media persuasion in forming green purchasing behavior.

Keywords: Green purchasing; Goal Frame Theory; Social media; Sustainable consumption; Ecological concerns; Environmental attitudes (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-031-12527-0_2

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DOI: 10.1007/978-3-031-12527-0_2

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