The Impact of Social Media on the Purchase Intention of Organic Products

Mayra Samaniego-Arias, Eva Chávez-Rojas, Andrés García-Umaña (), Nelson Carrión-Bósquez (), Oscar Ortiz-Regalado, Mary Llamo-Burga, Wilfredo Ruiz-García, Santiago Guerrero-Haro and Wladimir Cando-Aguinaga
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Mayra Samaniego-Arias: Facultad de Ciencias Sociales, Educación Comercial y Derecho, Universidad Estatal de Milagro, Milagro 091050, Ecuador
Eva Chávez-Rojas: Facultad de Ciencias Empresariales, Carrera de Mercadotécnica, Universidad Técnica Estatal de Quevedo, Quevedo 120301, Ecuador
Andrés García-Umaña: Facultad de Administración y Economía, Escuela de Diseño e Innovación Tecnológica, Universidad de Tarapacá, Arica 1000007, Chile
Nelson Carrión-Bósquez: Departamento de Administración, Facultad de Economía y Administración, Universidad Católica del Norte, Antofagasta 1270398, Chile
Oscar Ortiz-Regalado: Escuela Profesional de Ingeniería en Agronegocios, Universidad Nacional de Cajamarca, Cajamarca 06001, Peru
Mary Llamo-Burga: Escuela Profesional de Ingeniería en Agronegocios, Universidad Nacional de Cajamarca, Cajamarca 06001, Peru
Wilfredo Ruiz-García: Escuela Profesional de Ingeniería en Agronegocios, Universidad Nacional de Cajamarca, Cajamarca 06001, Peru
Santiago Guerrero-Haro: Independent Researcher, Santo Domingo 230101, Ecuador
Wladimir Cando-Aguinaga: Independent Researcher, Quito 170501, Ecuador

Sustainability, 2025, vol. 17, issue 6, 1-16

Abstract: The main objective of this study was to assess whether social media directly influences purchase intention and how it indirectly influences key psychological determinants, such as environmental attitude, subjective norms, and perceived behavioral control, based on the Theory of Planned Behavior. A quantitative, cross-sectional, and correlational approach was adopted, with data collected through surveys of 430 people in Guayaquil, Ecuador, using a 5-point Likert scale. Reliability was tested using Cronbach’s alpha, while data analysis employed confirmatory factor analysis and structural equation modeling using SPSS 24 and AMOS 24. The results indicate that social media does not directly affect purchase intention but significantly influences environmental attitudes, subjective norms, and perceived behavioral control; consequently, these factors positively affect purchase intention. This study contributes to the literature by highlighting the indirect role of social media in shaping green purchasing behavior, suggesting that marketing strategies should focus on improving consumer attitudes, social support, and accessibility to organic products.

Keywords: social media; environmental attitude; subjective norms; perceived behavioral control; purchase intention; organic products (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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