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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)


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.

Suggested Citation

  • Kevin Kane & Codrin Chiru & Stela Georgiana Ciuchete, 2012. "Exploring the Eco-attitudes and Buying Behaviour of Facebook Users," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 157-171, February.
  • Handle: RePEc:aes:amfeco:v:14:y:2012:i:31:p:157-171

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    References listed on IDEAS

    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.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The fairyland of Second Life: Virtual social worlds and how to use them," Business Horizons, Elsevier, vol. 52(6), pages 563-572, November.
    3. Gary Akehurst, 2009. "User generated content: the use of blogs for tourism organisations and tourism consumers," Service Business, Springer;Pan-Pacific Business Association, vol. 3(1), pages 51-61, March.
    4. Chang, Jae Bong & Lusk, Jayson L., 2009. "Fairness and food choice," Food Policy, Elsevier, vol. 34(6), pages 483-491, December.
    5. Fournier, Susan & Avery, Jill, 2011. "The uninvited brand," Business Horizons, Elsevier, vol. 54(3), pages 193-207, May.
    6. 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.
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    Cited by:

    1. Mozas-Moral, Adoración & Moral-Pajares, Encarnación & Medina-Viruel, Miguel Jesús & Bernal-Jurado, Enrique, 2016. "Manager's educational background and ICT use as antecedents of export decisions: A crisp set QCA analysis," Journal of Business Research, Elsevier, vol. 69(4), pages 1333-1335.
    2. Andreea Ionescu & Laurentiu-Dan Anghel & Gheorghe Jinga, 2014. "Organizations` Responsibility in Maintaining the Security of Personal Data posted Online by Romanian Consumers: an Exploratory Analysis of Facebook and Linkedin," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 273-273, February.
    3. Cristinel Petrisor CONSTANTIN & Ana ISPAS & Adina Nicoleta CANDREA, 2013. "Identifying Tourists Interested in Eco-Certified Accommodation Units from Brașov, Romania," Management Dynamics in the Knowledge Economy Journal, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 521-542, December.

    More about this item


    ecological products & services; Facebook; green attitudes; buying behaviour; eco-food; eco-tourism;

    JEL classification:

    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software


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