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The Use of Social Media in Sustainable Green Lifestyle Adoption: Social Media Influencers and Value Co-Creation

Author

Listed:
  • Jiaqi Li

    (Faculty of Education, The University of Hong Kong, Hong Kong 999077, China)

  • Dickson K. W. Chiu

    (Faculty of Education, The University of Hong Kong, Hong Kong 999077, China)

  • Kevin K. W. Ho

    (Institute of Business Sciences, University of Tsukuba, Tokyo 112-0012, Japan)

  • Stuart So

    (University of Exeter Business School, University of Exeter, Exeter EX4 4PU, UK)

Abstract

Although prior research has highlighted the importance of social media in promotion and communication, a comprehensive framework to clarify how to use social media as a value co-creation platform to promote a green lifestyle has yet to be developed. This research aims to create and test a conceptual model for using social media as a value co-creation platform to encourage and motivate people to adopt a sustainable green lifestyle, besides mapping the process of green lifestyle adoption from the actual social media user behaviors. Two hundred and eighty-nine (289) subjects participated in an online survey in the first half of 2022, and the data collected have been analyzed using regression. The three key findings: (1) social media contact is positively associated with a sustainable green lifestyle (β = 0.234, p < 0.001); (2) value co-creation partially mediates the relationship between social media contact and a sustainable green lifestyle (indirect effect = 0.113, with Sobel test’s t -value = 5.762); and (3) surprisingly, the moderating role of social media influencers and social norms in the social media contact–sustainable green lifestyle relationship is not supported. In addition, this research supplied some reasonable and practical implementations that can help green agents and policymakers promote green behaviors.

Suggested Citation

  • Jiaqi Li & Dickson K. W. Chiu & Kevin K. W. Ho & Stuart So, 2024. "The Use of Social Media in Sustainable Green Lifestyle Adoption: Social Media Influencers and Value Co-Creation," Sustainability, MDPI, vol. 16(3), pages 1-18, January.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:3:p:1133-:d:1328904
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    References listed on IDEAS

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    1. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
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    2. Sukanya Sereenonchai & Noppol Arunrat, 2024. "Communication Strategies for Sustainable Urban Agriculture in Thailand," Sustainability, MDPI, vol. 16(24), pages 1-19, December.
    3. Raghavendra, Ananya Hadadi & Bala, Pradip Kumar & Mukherjee, Arindam, 2024. "Text mining analysis of retail and consumer service leaders' sustainability narratives: Are they actually true?," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    4. Coulibalyaicha Massaran & Jingli Liu, 2024. "ESG Impact on Green Purchases: Côte d’Ivoire’s Retail Sector in the Digital Age," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(7), pages 1419-1450, July.
    5. Geovanna García-Roldán & Nelson Carrión-Bósquez & Andrés García-Umaña & Oscar Ortiz-Regalado & Santiago Medina-Miranda & Rubén Marchena-Chanduvi & Mary Llamo-Burga & Ignacio López-Pastén & Iván Veas G, 2025. "Digital Social Influence and Its Impact on the Attitude of Organic Product Consumers," Sustainability, MDPI, vol. 17(16), pages 1-20, August.

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