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Antecedents and Consequences of Customers’ Engagement with Pro-Environmental Consumption-Related Content on Social Media

Author

Listed:
  • Md. Moddassir Alam

    (Department of Health Information Management and Technology, College of Applied Medical Sciences, University of Hafr Al Batin, Hafr Al Batin 39524, Saudi Arabia)

  • Abdalwali Lutfi

    (Department of Accounting, College of Business, King Faisal University, Al-Ahsa 31982, Saudi Arabia
    Applied Science Research Center, Applied Science Private University, Amman 11931, Jordan)

  • Abdallah Alsaad

    (Department of MIS, College of Business, University of Hafr Al Batin, Hafr Al Batin 39524, Saudi Arabia)

Abstract

Social media has been widely used to design and publish pro-environment campaigns; the goal is to spread awareness about environmental issues and explain how customers can change their consumption behavior to protect the environment. Customers’ engagement with pro-environmental campaigns (CEPC) on social media is crucial to achieving these objectives. Limited studies have examined the factors that could increase CEPC, and its effects, on pro-environmental consumption behavior. The available literature suggests the antecedents of social media engagement, but is restricted to brands/products. Based on these findings, this study explores the effects of advertising attractiveness, advertising-based skepticism, online interaction propensity, and privacy concerns on CEPC. This study also suggests that customers’ engagement with pro-environmental consumption-related content can be defined as a pro-environmental experience that could lead to pro-environmental consumption. The study was based on a sample of 262 responses from online users; the results indicated that CEPC is largely affected by advertising attractiveness, advertising skepticism, and online interaction propensity. The study further established that pro-environment consumption is a potential outcome of CPEC. This study contributes to the existing literature by providing insight into ways in which activist groups can inspire consumers to engage with pro-environment content and exploring whether that engagement translates into a pro-environment intention.

Suggested Citation

  • Md. Moddassir Alam & Abdalwali Lutfi & Abdallah Alsaad, 2023. "Antecedents and Consequences of Customers’ Engagement with Pro-Environmental Consumption-Related Content on Social Media," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:3974-:d:1076635
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