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Online social networking and socially responsible consumption: X and Y generations' case

Author

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  • RÅ«ta TamoÅ¡iÅ«naitÄ—
  • Dalia KarlaitÄ—

Abstract

The significance of online social networks, promoting socially responsible consumption of food has been growing in the era of widely advertised traditional food products. The paper aims to reveal what factors impact purchasing decisions of X and Y generation. The sample, comprised of consumers from X and Y generation, expressed the opinions about consumption of safe and healthy products and responsible consumption, factors impacting selection of safe products and information available about social networks, promoting healthy lifestyle. The problems are related with low influence of online social networking on responsible consumption of food. The proposed model, focused on socially responsible consumption, discloses the most significant external and internal factors. The paper develops insights for stakeholders and policy makers concerned with socially responsible consumption.

Suggested Citation

  • RÅ«ta TamoÅ¡iÅ«naitÄ— & Dalia KarlaitÄ—, 2015. "Online social networking and socially responsible consumption: X and Y generations' case," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 7(3), pages 251-264.
    • Handle: RePEc:ids:ijbema:v:7:y:2015:i:3:p:251-264
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