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How social media marketing influence green purchase intention: based on Theory of Planned Behavior
(1) Universitas Muhammadiyah Surakarta
(2) National Cheng Kung University
(3) Universitas Muhammadiyah Surakarta
(*) Corresponding Author
Abstract
To promote eco-green products, social media information may serve as the center of business development. Consumers buy the product after gaining knowledge developed throughout social media. Social media, cognitive, and marketing factors combine to influence consumer purchase intentions for green products. This study aims to implement marketing in social media, LOHAS, and PCE into TPB, conducting a comprehensive research to understand consumer attitudes towards green products and their purchase intentions. The theory of planned behavior (TPB) explains and predicts human behavior in the context of PCE and LOHAS. Lifestyles of Health and Sustainability (LOHAS) represent a consumer segment focused on health, sustainability, and social responsibility. Perceived consumer effectiveness (PCE) refers to the context of consumer activism and ethical consumption. The questionnaire survey method was employed to gather data on consumers in Indonesia with a sample size of 172 people. Purposive sampling was conducted to obtain insights from participants. Smart PLS 3.0 was used to analyze the data. Social media plays a part in the dissemination of information as a promotion of environmentally friendly products. Social media marketing has the potential to affect consumer attitudes through PCE and LOHAS. PCE and LOHAS contribute significantly to green purchase intentions.
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Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.
Berndt, A. E. (2020). Sampling methods. Journal of Human Lactation, 36(2), 224–226.
Buerke, A., Straatmann, T., Lin-Hi, N., & Müller, K. (2017). Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. Review of Managerial Science, 11, 959–991.
Cheng, C. C., Chang, Y. Y., Tsai, M. C., Chen, C. T., & Tseng, Y. C. (2019). An evaluation instrument and strategy implications of service attributes in LOHAS restaurants. International Journal of Contemporary Hospitality Management, 31(1), 194–216.
Choi, S., & Feinberg, R. A. (2021). The LOHAS (lifestyle of health and sustainability) scale development and validation. Sustainability, 13(4), 1598.
Dash, G., Sharma, C., & Sharma, S. (2023). Sustainable marketing and the role of social media: an experimental study using natural language processing (NLP). Sustainability, 15(6), 5443.
De Canio, F., Martinelli, E., & Endrighi, E. (2021). Enhancing consumers' pro-environmental purchase intentions: the moderating role of environmental concern. International Journal of Retail & Distribution Management, 49(9), 1312–1329.
Errichiello, O., & Zschiesche, A. (2022). Green consumption. In Green Branding: Basics, Success Factors And Instruments For Sustainable Brand And Innovation Management (pp. 17–57). Wiesbaden: Springer Fachmedien Wiesbaden.
Gading, W. T., Kuswati, R., Achmad, N., & Lestari, W. D. (2024). Does attitude matter in the relationship of green brand position and green brand knowledge on switching intention of green product? Journal of Business and Management Studies, 6(1), 182–193.
Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661.
Hanss, D., & Doran, R. (2020). Perceived consumer effectiveness. In Responsible consumption and production (pp. 535–544).
Jaiswal, D., Kaushal, V., Singh, P. K., & Biswas, A. (2020). Green market segmentation and consumer profiling: a cluster approach to an emerging consumer market. Benchmarking: An International Journal, 28(3), 792–812.
Kamalanon, P., Chen, J. S., & Le, T. T. Y. (2022). Why do we buy green products? An extended theory of the planned behavior model for green product purchase behavior. Sustainability, 14(2), 689.
Kamis, A., Saibon, R. A., Yunus, F., Rahim, M. B., Herrera, L. M., & Montenegro, P. (2020). The SmartPLS analyzes approach in validity and reliability of graduate marketability instrument. Social Psychology of Education, 57(8), 987–1001.
Kuswati, R., Purwanto, B. M., Sutikno, B., & Aritejo, B. A. (2021). Pro-environmental self-identity: Scale purification in the context of sustainable consumption behavior. In Eurasian Business and Economics Perspectives (pp. 173–185). Springer, Cham.
Lendvai, M. B., Kovács, I., Balázs, B. F., & Beke, J. (2022). Health and environment conscious consumer attitudes: Generation Z segment personas according to the LOHAS model. Social Sciences, 11(7), 269.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51–70.
Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28, 46020–46034.
Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability, 12(18), 7461.
Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers' green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823–1841.
Luo, B., Sun, Y., Shen, J., & Xia, L. (2020). How does green advertising skepticism on social media affect consumer intention to purchase green products? Journal of Consumer Behaviour, 19(4), 371–381.
Majeed, M. U., et al. (2022). Green marketing approaches and their impact on green purchase intentions: Mediating role of green brand image and consumer beliefs towards the environment. Sustainability, 14(18), 11703.
Manalu, F. A., Dewi, R. S., & Nugraha, H. S. (2023). Determinants of green purchase intention among beauty product consumers in Batam City. Jurnal Ekonomi, 12(3), 1542–1549.
Matharu, M., Jain, R., & Kamboj, S. (2020). Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective. Management of Environmental Quality: An International Journal, 32(1), 20–40.
Mazhar, S. A., Anjum, R., Anwar, A. I., & Khan, A. A. (2021). Methods of data collection: A fundamental tool of research. Journal of Integrated Community Health, 10(1), 6–10.
Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: a review. Journal of Applied Structural Equation Modeling, 5(1), 1–14.
Nadanyiova, M., Gajanova, L., & Majerova, J. (2020). Green marketing as a part of the socially responsible brand’s communication from the aspect of generational stratification. Sustainability, 12(17), 7118.
Norman, P., & Pickering, C. M. (2019). Factors influencing park popularity for mountain bikers, walkers and runners as indicated by social media route data. Journal of Environmental Management, 249, 109413.
Pop, R. A., Săplăcan, Z., & Alt, M. A. (2020). Social media goes green—The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), 447.
Rasoolimanesh, S. M. (2022). Discriminant validity assessment in PLS-SEM: A comprehensive composite-based approach. Data Analysis Perspectives Journal, 3(2), 1–8.
Roopa, S., & Rani, M. S. (2012). Questionnaire designing for a survey. Journal of Indian Orthodontic Society, 46(4_suppl1), 273–277.
Sajid, S. I. (2016). Social media and its role in marketing.
Sharma, C. S., & Sharma, N. (2017). Relationship between consumers’ spirituality and green purchasing intentions: The mediation effect of perceived consumer effectiveness. IIM Kozhikode Society & Management Review, 6(2), 204–214.
Schrepp, M. (2020). On the usage of Cronbach's alpha to measure reliability of UX scales. Journal of Usability Studies, 15(4).
Shrestha, N. (2021). Factor analysis as a tool for survey analysis. American Journal of Applied Mathematics and Statistics, 9(1), 4–11.
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.
Tanujaya, B., Prahmana, R. C. I., & Mumu, J. (2022). Likert scale in social sciences research: Problems and difficulties. FWU Journal of Social Sciences, 16(4), 89–101.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644.
Waris, I., & Hameed, I. (2020). An empirical study of purchase intention of energy-efficient home appliances: The influence of knowledge of eco-labels and psychographic variables. International Journal of Energy Sector Management, 14(6), 1297–1314.
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 1–18. https://doi.org/10.3390/su13010189
Xie, S., & Madni, G. R. (2023). Impact of social media on young generation’s green consumption behavior through subjective norms and perceived green value. Sustainability, 15(4), 3739. https://doi.org/10.3390/su15043739
DOI: https://doi.org/10.24123/mabis.v25i1.850
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Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability, 12(18), 7461. Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28, 46020-46034. Luo, B., Sun, Y., Shen, J., & Xia, L. (2020). How does green advertising skepticism on social media affect consumer intention to purchase green products?. Journal of Consumer Behaviour, 19(4), 371-381. Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia pacific journal of marketing and logistics, 32(4), 860-878. Hanss, D., & Doran, R. (2020). Perceived consumer effectiveness. Responsible consumption and production, 535-544. Jaiswal, D., Kaushal, V., Singh, P. K., & Biswas, A. (2020). Green market segmentation and consumer profiling: a cluster approach to an emerging consumer market. Benchmarking: An International Journal, 28(3), 792-812. Cheng, C. C., Chang, Y. Y., Tsai, M. C., Chen, C. T., & Tseng, Y. C. (2019). An evaluation instrument and strategy implications of service attributes in LOHAS restaurants. International Journal of Contemporary Hospitality Management, 31(1), 194-216. Errichiello, O., &Zschiesche, A. (2022). Green consumption. In Green Branding: Basics, Success Factors And Instruments For Sustainable Brand And Innovation Management (pp. 17-57). Wiesbaden: Springer Fachmedien Wiesbaden. Choi, S., & Feinberg, R. A. (2021). The LOHAS (lifestyle of health and sustainability) scale development and validation. Sustainability, 13(4), 1598. Manalu, F. A., Dewi, R. S., &Nugraha, H. S. (2023). DETERMINANTS OF GREEN PURCHASE INTENTION AMONG BEAUTY PRODUCT CONSUMERS IN BATAM CITY. Jurnal Ekonomi, 12(3), 1542-1549. Pop, R. A., Săplăcan, Z., & Alt, M. A. (2020). Social media goes green—The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), 447. Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers' green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing science, 48(1), 79-95 Sajid, S. I. (2016). Social media and its role in marketing. Vrontis, D., Makrides, A., Christofi, M., &Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644. Li, F., Larimo, J., &Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70. Nadanyiova, M., Gajanova, L., &Majerova, J. (2020). Green marketing as a part of the socially responsible brand’s communication from the aspect of generational stratification. Sustainability, 12(17), 7118. Dash, G., Sharma, C., & Sharma, S. (2023). Sustainable marketing and the role of social media: an experimental study using natural language processing (NLP). Sustainability, 15(6), 5443. Sharma, C. S., & Sharma, N. (2017). Relationship between consumers’ spirituality and green purchasing intentions: The mediation effect of perceived consumer effectiveness. IIM Kozhikode Society & Management Review, 6(2), 204-214. Buerke, A., Straatmann, T., Lin-Hi, N., & Müller, K. (2017). Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. Review of Managerial Science, 11, 959-991. Majeed, Muhammad Ussama, et al. "Green marketing approaches and their impact on green purchase intentions: Mediating role of green brand image and consumer beliefs towards the environment." Sustainability 14.18 (2022): 11703. De Canio, F., Martinelli, E., &Endrighi, E. (2021). Enhancing consumers' pro-environmental purchase intentions: the moderating role of environmental concern. International Journal of Retail & Distribution Management, 49(9), 1312-1329. Kamalanon, P., Chen, J. S., & Le, T. T. Y. (2022). “Why do we buy green products?” An extended theory of the planned behavior model for green product purchase behavior. Sustainability, 14(2), 689. Waris, I., & Hameed, I. (2020). An empirical study of purchase intention of energy-efficient home appliances: The influence of knowledge of eco-labels and psychographic variables. International Journal of Energy Sector Management, 14(6), 1297-1314. Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939. Matharu, M., Jain, R., & Kamboj, S. (2020). Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective. Management of environmental quality: An international Journal, 32(1), 20-40. Lendvai, M. B., Kovács, I., Balázs, B. F., & Beke, J. (2022). Health and environment conscious consumer attitudes: Generation Z segment personas according to the LOHAS model. Social Sciences, 11(7), 269. Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., ... & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of research in Nursing, 25(8), 652-661. Berndt, A. E. (2020). Sampling methods. Journal of Human Lactation, 36(2), 224-226. Mazhar, S. A., Anjum, R., Anwar, A. I., & Khan, A. A. (2021). Methods of data collection: A fundamental tool of research. Journal of Integrated Community Health (ISSN 2319-9113), 10(1), 6-10. Roopa, S., & Rani, M. S. (2012). Questionnaire designing for a survey. Journal of Indian Orthodontic Society, 46(4_suppl1), 273-277. Mazhar, S. A., Anjum, R., Anwar, A. I., & Khan, A. A. (2021). Methods of data collection: A fundamental tool of research. Journal of Integrated Community Health (ISSN 2319-9113), 10(1), 6-10. Tanujaya, B., Prahmana, R. C. I., & Mumu, J. (2022). Likert scale in social sciences research: Problems and difficulties. FWU Journal of Social Sciences, 16(4), 89-101. Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: a review. Journal of Applied Structural Equation Modeling, 5(1), 1-14. Kamis, A., Saibon, R. A., Yunus, F., Rahim, M. B., Herrera, L. M., & Montenegro, P. (2020). The SmartPLS analyzes approach in validity and reliability of graduate marketability instrument. Social Psychology of Education, 57(8), 987-1001. Schrepp, M. (2020). On the Usage of Cronbach's Alpha to Measure Reliability of UX Scales. Journal of Usability Studies, 15(4). Shrestha, N. (2021). Factor analysis as a tool for survey analysis. American Journal of Applied Mathematics and Statistics, 9(1), 4-11. Rasoolimanesh, S. M. (2022). Discriminant validity assessment in PLS-SEM: A comprehensive composite-based approach. Data Analysis Perspectives Journal, 3(2), 1-8. Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., and Ruangkanjanases, A. (2020). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Journals: Sustainability, 13(1), 1-18. DOI: 10.3390/su13010189. Xie, S., and Madni, G. R. (2023). Impact of Social Media on Young Generation’s Green Consumption Behavior through Subjective Norms and Perceived Green Value. Journal: Sustainability, 15(4), 3739. DOI: https://doi.org/10.3390/su15043739. Norman, P., and Pickering, C. M. (2019). Factors Influencing Park Popularity for Mountain Bikers, Walkers And Runners As Indicated by Social Media Route Data. Journal of Environmental Management, 249. DOI: https://doi.org/10.1016/j.jenvman.2019.109413. Kuswati, R., Purwanto, B. M., Sutikno, B., dan Aritejo, B. A. (2021). Pro-Environmental Self-Identity: Scale Purification in the Context of Sustainable Consumption Behavior. Eurasian Business and Economics Perspectives, Proceedings of the 30th Eurasia Business and Economics Society Conference, 173-185. DOI:10.1007/978-3-030-65147-3_12 Eurasian Business and Economics Perspectives. Eurasian Studies in Business and Economics (2021), vol 17. pp 173-185. Springer, Cham. Eurasian Business and Economics Perspectives. Eurasian Studies in Business and Economics (2021), vol 17. pp 173-185. Springer, Cham. Gading, W. T., Kuswati, R., Achmad, N., and Lestari, W. D. (2024). Does Attitude Matters in the Relationship of Green Brand Positin and Green Brand Knowledge on Switching Intention of Green Product?. Jurnal of Business and Management Studies, 6(1), 182-193
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This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.
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