Journal of Open Innovation: Technology, Market and Complexity (Dec 2024)
Greening the future: How social networks and media shapes youth's eco-friendly purchases
Abstract
Consumers' environmental information acquisition from social networks and media facilitates the sharing of recommendations on environmentally friendly products, sustainable initiatives, and environmental protection activities. This study investigates the crucial role of consumers' information acquisition from social networks and media in shaping their intentions to purchase green products in Vietnam. A mixed-methods approach was employed, combining qualitative and quantitative research methods to comprehensively explore the relevant driving factors. The qualitative analysis involved 12 participants, who were surveyed and participated in individual interviews and group discussions, providing in-depth insights into consumer perceptions and behaviors. Quantitative data was collected through a survey questionnaire from 377 respondents, with 348 valid responses used for analysis. Statistical techniques, including Cronbach's Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), were utilized for data analysis. The findings highlight the significant impact of consumers' environmental information acquisition from social networks and media on perceived consumer effectiveness, environmental concern, and attitudes toward green products. Importantly, these factors were found to positively influence consumers' intentions to purchase green products. The study's results offer relevant implications for the green purchasing field, encouraging businesses to take more proactive steps in acknowledging and adapting to a better environmental and climate future. The integration of social networks and media platforms and fresh updates from businesses will serve as a foundation for groundbreaking initiatives, positioning green purchasing as a behavior shaped by consumer consciousness and action.
