The impact of social media marketing activities on green consumption intention: evidence from emerging countries

Osama Wagdi (), Amal Seddik Afify and Atef Fathi Habib
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Osama Wagdi: International Academy For Engineering & Media Science, Egypt
Amal Seddik Afify: Thebes Higher Institute of Management and Information Technology, Egypt
Atef Fathi Habib: Thebes Higher Institute of Management and Information Technology, Egypt

Entrepreneurship and Sustainability Issues, 2022, vol. 10, issue 1, 158-174

Abstract: The study investigated the impact of social media marketing activities on green consumption intention. The study used the survey method to describe this impact in five countries (Brazil, Egypt, India, South Africa, and Turkey). The analysis was applied to the leading platforms of electric car pages on social media - Facebook, TikTok, Twitter, YouTube, and Instagram. Five control variables (Age, Gender, Education, Income, and Citizenship) were used. A total of 393 questionnaires were collected in the first quarter of 2022. The study verified the adequacy of the sample with Cronbach’s alpha. Finally, based on Hierarchical Multiple Regression, the study found that social media marketing activities impact green consumption intention by (89.9%). In addition, control variables contributed to raising the impact to (94.9%). In this manner, the current study is new and offers valuable insight into the function of social media on green consumption intention under the demographic characteristics of consumers.

Keywords: social media; marketing activities; green marketing; consumption intention; emerging countries; environmental issues (search for similar items in EconPapers)
JEL-codes: M15 M31 Q56 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:10:y:2022:i:1:p:158-174

DOI: 10.9770/jesi.2022.10.1(8)

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