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Understanding consumers’ intentions to purchase green products in the social media marketing context

Understanding consumers’ intentions to purchase green products in the social media marketing context The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups.Design/methodology/approachA questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis.FindingsThe empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups.Originality/valueThis study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Understanding consumers’ intentions to purchase green products in the social media marketing context

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-03-2019-0178
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups.Design/methodology/approachA questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis.FindingsThe empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups.Originality/valueThis study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Apr 21, 2020

Keywords: Product knowledge; Theory of planned behaviour; Price consciousness; Green products; Social media marketing; Perceived consumer effectiveness

References