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Promotion of green products on Facebook: insights from millennials

Author

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  • Neeraj Pandey
  • Sumi Jha
  • Gaganpreet Singh

Abstract

This research empirically analyses the factors affecting the promotion of green products through Facebook to the millennials. Extensive literature survey and focus group discussion (FGD) gave probable Facebook related variables that may impact the promotion of green products. The exploratory factor analysis (EFA) was conducted to find key Facebook-related factors influencing the promotion of green products to millennials. The factor structure was further validated using confirmatory factor analysis (CFA). The findings highlight marketing managers should focus on five factors namely value communication (VC), safe navigation (SN), endorsements, webpage content (CW), and e-word of mouth (e-WoM); and its related sub-factors for promotion of green products on Facebook to the millennials. It is a pioneering study as none of the previous studies had analysed Facebook as a platform for promoting green products to millennials.

Suggested Citation

  • Neeraj Pandey & Sumi Jha & Gaganpreet Singh, 2020. "Promotion of green products on Facebook: insights from millennials," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 13(3), pages 275-294.
    • Handle: RePEc:ids:ijmpra:v:13:y:2020:i:3:p:275-294
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    Citations

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    Cited by:

    1. Li, Mengyu & Li, Jinglei & Yasin, Megat Al Imran & Hashim, Norliana Binti & Ang, Lay Hoon & Bidin, Rosmiza, 2022. "Impact of celebrity-endorsed environmental advertisements on green economy development," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    2. Donthu, Naveen & Kumar, Satish & Pandey, Neeraj & Pandey, Nitesh & Mishra, Akanksha, 2021. "Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis," Journal of Business Research, Elsevier, vol. 135(C), pages 758-773.
    3. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.

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