Understanding the associations between social media marketing and green outcomes: A study of employee green behavior

Mohammed Almansour

Technology in Society, 2025, vol. 82, issue C

Abstract: Guided by the Knowledge Attitude Behavior Theory, the current study examines the interdependences among social media green marketing (SMGM), receptivity to social media marketing (RSMM), green attitude (GAT), voluntary green behavior (VGB), and green electronic word-of-mouth (GEW). In addition, the mediating role of green attitude between these variables is also examined in this study. Data were collected from 301 employees working in various organizations. Findings indicated a significant correlation exists among SMGM, RSMM, and VGB, and SMGM alone was found to have a positive correlation with GAT and GEW.

Keywords: Social media use; Social media receptivity; Green behavior; Green word of mouth; Green attitude (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:82:y:2025:i:c:s0160791x25001289

DOI: 10.1016/j.techsoc.2025.102938

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