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What Drives Consumers to Go Green? A Psychological and Digital Engagement Perspective on Eco-Marketing

In: Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience

Author

Listed:
  • Muhamad Al Faruq Abdullah

    (Universitas Dian Nusantara, Daerah Khusus Ibukota Jakarta)

  • Caturida Meiwanto Doktoralina

    (Universitas Dian Nusantara, Daerah Khusus Ibukota Jakarta)

  • Dimas Bagus Wiranatakusuma

    (Universitas Muhammadiyah Yogyakarta (UMY))

  • Salfhaoctha Friemay Aliefia Poetry

    (Universitas Dian Nusantara, Daerah Khusus Ibukota Jakarta)

  • Jumadil Saputra

    (Universitas Muhammadiyah Yogyakarta (UMY)
    Universiti Malaysia Sarawak (UNIMAS))

Abstract

As global environmental concerns escalate, customers are more inclined to make sustainable choices, compelling businesses to implement eco-centric marketing techniques. This conceptual paper investigates the psychological mechanisms that influence green consumer behaviour, extending beyond rational decision-making to analyse aspects such as identity, environmental values, moral norms, and perceived behavioural control. This study, grounded in the Theory of Planned Behaviour (TPB), incorporates novel constructs such as eco-engagement and digital engagement to elucidate the transformation of consumer knowledge into advocacy. The proposed model characterises a hierarchical progression that involves cognitive awareness, affective concern, behavioural involvement, and advocacy, highlighting the mediating role of psychological catalysts. Findings highlight social media’s and green marketing’s strategic role in increasing consumer involvement with sustainability. This study contributes to the literature by providing a holistic framework that can stimulate further empirical research and encourage brands to design more psychologically driven sustainable marketing strategies.

Suggested Citation

  • Muhamad Al Faruq Abdullah & Caturida Meiwanto Doktoralina & Dimas Bagus Wiranatakusuma & Salfhaoctha Friemay Aliefia Poetry & Jumadil Saputra, 2026. "What Drives Consumers to Go Green? A Psychological and Digital Engagement Perspective on Eco-Marketing," Springer Proceedings in Business and Economics, in: Singha Chaveesuk & Seungwoo Shin & Sebastian Kot & Bilal Khalid (ed.), Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, pages 915-925, Springer.
    • Handle: RePEc:spr:prbchp:978-981-95-6415-6_57
    DOI: 10.1007/978-981-95-6415-6_57
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