The impact of social media marketing activities on green consumption intention: evidence from emerging countries

Abstract

The study investigated the impact of social media marketing activities on green consumption intention. The study used the survey method to describe this impact in five countries (Brazil, Egypt, India, South Africa, and Turkey). The analysis was applied to the leading platforms of electric car pages on social media - Facebook, TikTok, Twitter, YouTube, and Instagram. Five control variables (Age, Gender, Education, Income, and Citizenship) were used. A total of 393 questionnaires were collected in the first quarter of 2022. The study verified the adequacy of the sample with Cronbach’s alpha. Finally, based on Hierarchical Multiple Regression, the study found that social media marketing activities impact green consumption intention by (89.9%). In addition, control variables contributed to raising the impact to (94.9%). In this manner, the current study is new and offers valuable insight into the function of social media on green consumption intention under the demographic characteristics of consumers.