From Knowledge to Action: The Power of Green Communication and Social Media Engagement in Sustainable Food Consumption

Efthymia Iliopoulou (), Eirini Koronaki, Aspasia Vlachvei and Ourania Notta
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Efthymia Iliopoulou: Department of Economics, University of Western Macedonia, Area Fourka, 52100 Kastoria, Greece
Eirini Koronaki: Department of Economics, University of Western Macedonia, Area Fourka, 52100 Kastoria, Greece
Aspasia Vlachvei: Department of Economics, University of Western Macedonia, Area Fourka, 52100 Kastoria, Greece
Ourania Notta: Department of Agriculture, International Hellenic University, Sindos, 57400 Thessaloniki, Greece

Sustainability, 2024, vol. 16, issue 21, 1-23

Abstract: Understanding what drives sustainable consumer behavior is crucial for effective green marketing strategies. We set out to explore the mechanisms explaining the relationships between environmental attitudes, perceived environmental knowledge, and green consumption values on consumer behaviors, specifically the mediating roles of receptivity to green communication and social media engagement with environmentally friendly firms. We also investigated the moderating role of information seeking in these relationships. Data were collected through a survey of 610 Greek respondents between May and July 2024 and analyzed using IBM SPSS and AMOS version 23. Findings show significant and positive paths between green consumption values and receptivity to green communication, e-word-of-mouth intention, food behavior, and other environmental behaviors, while receptivity to green communication and social media consumers’ engagement with environmentally friendly firms has a significant and positive impact on e-word-of-mouth intention and food behavior. Findings reveal that credible and detailed communication is essential for engaging information-seeking consumers, who are more critical of green messages.

Keywords: sustainable food consumption; sustainable food marketing; green communication; perceived environmental knowledge; social media engagement; information-seeking consumers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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