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A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude

Author

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  • Pejman Ebrahimi

    (Doctoral School of Economic and Regional Sciences, Hungarian University of Agricultural and Life Sciences (MATE), 2100 Gödöllő, Hungary)

  • Datis Khajeheian

    (Department of Business Management, University of Tehran, Tehran 1411713114, Iran)

  • Maria Fekete-Farkas

    (Institute of Economic Sciences, Hungarian University of Agricultural and Life Sciences (MATE), 2100 Gödöllő, Hungary)

Abstract

This paper aims to investigate how social network marketing affects consumers’ sustainable purchase behavior (CSPB) while considering the role of Eco-friendly attitude. The statistical population of the study included Iranian users of online social networks with at least one online purchasing experience. An online questionnaire was distributed on Instagram, Telegram, and WhatsApp platforms as the most popular networks in the country. By use of convenience sampling, commonly used in quantitative studies to overcome bias, 450 out of 475 returned questionnaires were acceptable, showing a response rate of 94.7%. The results indicated that an increase in Eco-friendly attitude positively increases the effect of word of mouth on consumers’ sustainable purchase behavior. Meanwhile, Necessary Condition Analysis (NCA) revealed that to reach a 50% level of consumers’ sustainable purchase behavior, six essential necessary conditions are required: an eco-friendly consumers’ attitude at no less than 50%, the trend at no less than 57.1%, word of mouth at no less than 45.5%, interaction at no less than 42.9%, customization at no less than 35.3% and entertainment at no less than 26.7%. Furthermore, the Importance-Performance Matrix Analysis (IPMA) was investigated as a strategic tool. The results of IPMA showed that “buy products that use biodegradable material in packaging”, “buy those products that are picked up and recycled”, and “buy biodegradable products even if they belong to a less well-known company” show desirable performance and high importance and there is a great opportunity for expansion in this area.

Suggested Citation

  • Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:24:p:13276-:d:704016
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    5. Sisi Wu & Xuan Gong & Yunfei Wang & Jian Cao, 2022. "Consumer Cognition and Management Perspective on Express Packaging Pollution," IJERPH, MDPI, vol. 19(8), pages 1-23, April.
    6. Zhiyuan Yu & Kun Zhang, 2022. "The Determinants of Purchase Intention on Agricultural Products via Public-Interest Live Streaming for Farmers during COVID-19 Pandemic," Sustainability, MDPI, vol. 14(21), pages 1-22, October.

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