Social media impacting green behaviours of Indian consumers Online publication date: Thu, 17-Feb-2022
by Meesha Gupta; Asif Ali Syed
International Journal of Indian Culture and Business Management (IJICBM), Vol. 25, No. 1, 2022
Abstract: This paper identifies and empirically analyses the relationship between various social media motivational factors influencing attitude of Indian consumers towards eco-friendly products and their willingness to pay a premium price for them. Data was collected from 536 respondents who not only uses various social media channels for purchases and gaining information but also prefers eco-friendly products across India. EFA and SEM techniques were used. The findings confer consumer's concern for the environment is being shaped by six main social media motivational factors namely word of mouth, interaction, entertainment, trendiness, dependency and trust. The concern of the consumers impacts their attitude and the positive attitude so formed has a significant and positive impact on willingness of consumers. This research takes a lead in analysing the construct willingness to pay a premium for green products because this has been comparably less explored in Indian context.
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