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Exploring the Eco-attitudes and Buying Behaviour of Facebook Users

  • Kevin Kane

    (Salford Business School, The University of Salford, UK)

  • Codrin Chiru

    ()

    (Academy of Economic Studies, Bucharest, Romania)

  • Stela Georgiana Ciuchete

    (Academy of Economic Studies, Bucharest, Romania)

Registered author(s):

    Eco-friendly consumers’ attitudes are becoming increasingly frequent, recent research indicating that pro-environmental purchase behaviour not only lower costs on the long term, but also enhance business stakeholders’ and consumers’ confidence in high added value products and services. This paper undertakes an interdisciplinary research on how social media (i.e. Facebook) can influence users’ perceptions and buying behaviour related to five categories of ecological products and services (eco-food, eco-tourism, eco-housing, eco-textiles and eco-beauty & cosmetics). This research investigates how ecological products and services could gain popularity and overpass the identified purchasing barriers (e.g. high prices, low awareness, low availability) via superior integration in consumers’ daily experiences with Facebook. The research findings indicate that Facebook represents an effective and innovative environment that could build the necessary links between green attitudes and consumers’ hearts and minds.

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    Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

    Volume (Year): 14 (2012)
    Issue (Month): 31 (February)
    Pages: 157-171

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    Handle: RePEc:aes:amfeco:v:14:y:2012:i:31:p:157-171
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    1. Aerni, Philipp & Rae, Allan & Lehmann, Bernard, 2009. "Nostalgia versus Pragmatism? How attitudes and interests shape the term sustainable agriculture in Switzerland and New Zealand," Food Policy, Elsevier, vol. 34(2), pages 227-235, April.
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    4. Gary Akehurst, 2009. "User generated content: the use of blogs for tourism organisations and tourism consumers," Service Business, Springer, vol. 3(1), pages 51-61, March.
    5. O'Brien, Kelly A. & Teisl, Mario F., 2004. "Eco-information and its effect on consumer values for environmentally certified forest products," Journal of Forest Economics, Elsevier, vol. 10(2), pages 75-96, September.
    6. Chang, Jae Bong & Lusk, Jayson L., 2009. "Fairness and food choice," Food Policy, Elsevier, vol. 34(6), pages 483-491, December.
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