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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.
Asia Pacific Journal of Marketing and Logistics – Emerald Publishing
Published: Apr 21, 2020
Keywords: Product knowledge; Theory of planned behaviour; Price consciousness; Green products; Social media marketing; Perceived consumer effectiveness
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