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The Influence of Instagram Influencers’ Activity on Green Consumption Behavior

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  • Sanaz Saghati Jalali
  • Haliyana Binti Khalid

Abstract

Nowadays, environmental problems are rising due to the individuals’ consumption behaviour, which necessitates serious attention. Consumers gradually become aware of the effect of their consumption behaviour on the environment and make a difference. Social media, particularly Instagram, play a major role in increasing awareness and promoting environmentally friendly behaviour. Hence, it is crucial to investigate the impact of Instagram on green consumption intention, which is the best predictor of behaviour. By reviewing the existing literature, the current study develops a conceptual model regarding the effect of Instagram influencers’ green activity on followers’ intention. As the model proposes, green attitude and green consumption intention are shaped among followers by the Instagram influencers’ green concern, green photo content, and green word of mouth (WOM). Additionally, it is proposed that the perceived credibility of followers moderated the link between green WOM and green consumption intention. The study contributes to the body of knowledge by developing a new model that helps identify green consumption intention determinants.

Suggested Citation

  • Sanaz Saghati Jalali & Haliyana Binti Khalid, 2021. "The Influence of Instagram Influencers’ Activity on Green Consumption Behavior," Business Management and Strategy, Macrothink Institute, vol. 12(1), pages 78-90, June.
    • Handle: RePEc:mth:bmsmti:v:12:y:2021:i:1:p:78-90
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    References listed on IDEAS

    as
    1. D'Amato, Alessio & Giaccherini, Matilde & Zoli, Mariangela, 2019. "The Role of Information Sources and Providers in Shaping Green Behaviors. Evidence from Europe," Ecological Economics, Elsevier, vol. 164(C), pages 1-1.
    2. Ihsan Ullah Jan & Seonggoo Ji & Chankoo Yeo, 2019. "Values and Green Product Purchase Behavior: The Moderating Effects of the Role of Government and Media Exposure," Sustainability, MDPI, vol. 11(23), pages 1-16, November.
    3. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    4. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
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    1. Sara Teixeira & Zaila Oliveira & Sandrina Teixeira & Sara Teixeira, 2023. "Understanding the Impact of Online Communication Strategies on Consumer Purchase Intention for Green Cosmetics," Sustainability, MDPI, vol. 15(20), pages 1-15, October.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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