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Antecedents and Consequences of Customers’ Engagement with Pro-Environmental Consumption-Related Content on Social Media
Social media has been widely used to design and publish pro-environment campaigns; the goal is to spread awareness about environmental issues and explain how customers can change their consumption behavior to protect the environment. Customers’ engagement with pro-environmental campaigns (CEPC) on social media is crucial to achieving these objectives. Limited studies have examined the factors that could increase CEPC, and its effects, on pro-environmental consumption behavior. The available literature suggests the antecedents of social media engagement, but is restricted to brands/products. Based on these findings, this study explores the effects of advertising attractiveness, advertising-based skepticism, online interaction propensity, and privacy concerns on CEPC. This study also suggests that customers’ engagement with pro-environmental consumption-related content can be defined as a pro-environmental experience that could lead to pro-environmental consumption. The study was based on a sample of 262 responses from online users; the results indicated that CEPC is largely affected by advertising attractiveness, advertising skepticism, and online interaction propensity. The study further established that pro-environment consumption is a potential outcome of CPEC. This study contributes to the existing literature by providing insight into ways in which activist groups can inspire consumers to engage with pro-environment content and exploring whether that engagement translates into a pro-environment intention.
Antecedents and Consequences of Customers’ Engagement with Pro-Environmental Consumption-Related Content on Social Media
Social media has been widely used to design and publish pro-environment campaigns; the goal is to spread awareness about environmental issues and explain how customers can change their consumption behavior to protect the environment. Customers’ engagement with pro-environmental campaigns (CEPC) on social media is crucial to achieving these objectives. Limited studies have examined the factors that could increase CEPC, and its effects, on pro-environmental consumption behavior. The available literature suggests the antecedents of social media engagement, but is restricted to brands/products. Based on these findings, this study explores the effects of advertising attractiveness, advertising-based skepticism, online interaction propensity, and privacy concerns on CEPC. This study also suggests that customers’ engagement with pro-environmental consumption-related content can be defined as a pro-environmental experience that could lead to pro-environmental consumption. The study was based on a sample of 262 responses from online users; the results indicated that CEPC is largely affected by advertising attractiveness, advertising skepticism, and online interaction propensity. The study further established that pro-environment consumption is a potential outcome of CPEC. This study contributes to the existing literature by providing insight into ways in which activist groups can inspire consumers to engage with pro-environment content and exploring whether that engagement translates into a pro-environment intention.
Antecedents and Consequences of Customers’ Engagement with Pro-Environmental Consumption-Related Content on Social Media
Md. Moddassir Alam (author) / Abdalwali Lutfi (author) / Abdallah Alsaad (author)
2023
Article (Journal)
Electronic Resource
Unknown
customers’ engagement with pro-environmental campaigns (CEPC) , advertising attractiveness , advertising skepticism , online interaction propensity , pro-environmental consumption , Environmental effects of industries and plants , TD194-195 , Renewable energy sources , TJ807-830 , Environmental sciences , GE1-350
Metadata by DOAJ is licensed under CC BY-SA 1.0
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