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The efficacy of the use of social media networks and celebrity endorsers on green Consumption: An integrated model of attitude, intention, and actual behavior

Author

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  • Kalam, Abul
  • Mollah, Muhammad

Abstract

Despite the extensive use of social media networks (USMNs) and celebrity endorsers (CEs) to influence consumers' green consumption intentions (GCI), there is a lack of thorough examination of the efficacy of USMNs and CEs on consumer attitudes towards green consumption (ATGC) and GCI. Additionally, how GCI can be transformed into actual green consumption (AGC) has also been neglected. To address this issue, this research introduces a conceptual framework grounded in Source Credibility Theory and the Theory of Planned Behavior and conducted three studies via an e-questionnaire survey from Malaysia and Bangladesh (n = 1667), who had engaged with green campaigns on YouTube and Facebook featuring CEs of green consumption. Structural Equation Modeling (SEM) analysis of the data revealed positive and significant effects of USMNs and CEs on ATGC and GCI that lead to AGC. It also provided valuable insights for managers and policymakers.

Suggested Citation

  • Kalam, Abul & Mollah, Muhammad, 2026. "The efficacy of the use of social media networks and celebrity endorsers on green Consumption: An integrated model of attitude, intention, and actual behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002516
    DOI: 10.1016/j.jretconser.2025.104472
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