The role of digital social media in the formation of attitudes towards green products among the information literate youth

Abstract

The use of social media as part of social interaction activities in society and at the same time as a medium for companies to promote their products is increasing. This condition opens opportunities for companies engaged in environmentally friendly products or often called green products to take advantage of social media in disseminating their products to consumers. This study aims to test whether understanding of green products, communication through electronic social media and value consciusness when buying a product will influence consumer behavior to buy environmentally oriented products. For the purposes of the survey, a questionnaire was designed using Google Form. The questionnaire was socialized to 200 students. The results obtained show that Green Product does not affect Attitude, but Social Media marketing and Value Consiouness are proven to affect consumer Attitude. Attitude is proven to affect Purchase Intention.

Keywords

• Attitude, Digital Social Media, Green Product, Purchase Intention, Value Consiouness