Green Social Media Campaigns: Influencing Consumers’ Attitudes and Behaviors

Rakhshan Ummar, Kanwal Shaheen, Iram Bashir, Junaid Ul Haq () and Mark A. Bonn
Additional contact information
Rakhshan Ummar: Department of Management Sciences, National University of Modern Languages, Islamabad 44000, Pakistan
Kanwal Shaheen: Department of Management Sciences, Government College Women University, Faisalabad 38000, Pakistan
Iram Bashir: Department of Management Sciences, Government College Women University, Faisalabad 38000, Pakistan
Junaid Ul Haq: Faculty of Management Sciences, Riphah International University, Faisalabad Campus, Faisalabad 38000, Pakistan
Mark A. Bonn: Dedman College of Hospitality & Tourism Management (Ret.), Florida State University, Tallahassee, FL 32306, USA

Sustainability, 2023, vol. 15, issue 17, 1-15

Abstract: The main aim of this research was to shed light on the influence of social media campaigns on consumers’ attitudes toward green tourism, aligning with sustainable consumer behavior. However, the prior literature explored the campaign characteristics and perceived usefulness of attitudes toward green consumption that translate into green consumer behavior. Data were collected from four hundred social media users, and the confirmatory factor was used to measure their reliability and validity. Hypotheses were measured through structural equation modeling. This research suggested that managers should consider campaign characteristics such as informativeness and persuasiveness to develop positive attitudes toward green tourism. Moreover, researchers should focus on social media campaign characteristics and perceived usefulness as antecedents of consumers’ attitudes toward green tourism.

Keywords: social media; green campaigns; perceived usefulness; green consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/17/12932/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/17/12932/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:17:p:12932-:d:1226540

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().