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The impact of social media marketing activities on green consumption intention: evidence from emerging countries

Author

Listed:
  • Osama Wagdi

    (International Academy For Engineering & Media Science, Egypt)

  • Amal Seddik Afify

    (Thebes Higher Institute of Management and Information Technology, Egypt)

  • Atef Fathi Habib

    (Thebes Higher Institute of Management and Information Technology, Egypt)

Abstract

The study investigated the impact of social media marketing activities on green consumption intention. The study used the survey method to describe this impact in five countries (Brazil, Egypt, India, South Africa, and Turkey). The analysis was applied to the leading platforms of electric car pages on social media - Facebook, TikTok, Twitter, YouTube, and Instagram. Five control variables (Age, Gender, Education, Income, and Citizenship) were used. A total of 393 questionnaires were collected in the first quarter of 2022. The study verified the adequacy of the sample with Cronbach’s alpha. Finally, based on Hierarchical Multiple Regression, the study found that social media marketing activities impact green consumption intention by (89.9%). In addition, control variables contributed to raising the impact to (94.9%). In this manner, the current study is new and offers valuable insight into the function of social media on green consumption intention under the demographic characteristics of consumers.

Suggested Citation

  • Osama Wagdi & Amal Seddik Afify & Atef Fathi Habib, 2022. "The impact of social media marketing activities on green consumption intention: evidence from emerging countries," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 10(1), pages 158-174, September.
    • Handle: RePEc:ssi:jouesi:v:10:y:2022:i:1:p:158-174
    DOI: 10.9770/jesi.2022.10.1(8)
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    References listed on IDEAS

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    1. Sunday Olutayo Fakunle & Albert Oludele Ajani, 2021. "An empirical study of community involvement in household solid waste management: a case study," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 3(3), pages 114-127, September.
    2. Sunday Olutayo Fakunle & Albert Oludele Ajani, 2021. "An empirical study of community involvement in household solid waste management: a case study," Post-Print hal-03583990, HAL.
    3. Osama Wagdi & Amira Hasaneen, 2019. "Obstacles and success factors for entrepreneurship: a comparative analysis between Egypt and Nigeria," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 962-976, December.
    4. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media; marketing activities; green marketing; consumption intention; emerging countries; environmental issues;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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