| dc.description.abstract | This research investigates the impact of social media on consumers' willingness to
purchase sustainable goods and services. The scientific contribution of this research lies in the
comparison of the effectiveness of different social media advertisements in promoting
sustainable consumption and the analysis of the relationship between social media and
consumers' willingness to purchase sustainable products. It also examines the factors associated
with social media that influence consumers' attitudes and behaviors towards sustainability.
The scientific findings reveal outcomes that provide valuable insights into the complex
relationship between social media and sustainable consumer behavior. In contrast to previous
studies, the research demonstrates that trust and social media influencers have minimal impact
on consumer decisions regarding sustainable purchases. However, it uncovers the positive
influence of status and reputation on social media and the information availability on consumer
behavior, highlighting the importance of individuals' perception of their social reputation and
their access to relevant information in driving sustainable choices.
Furthermore, the research examines the effects of different social media advertisements on
sustainable behavior. Interestingly, exposure to advertisements featuring conventional products
increases the likelihood of sustainable behavior compared to advertisements solely promoting
sustainable products. Additionally, presenting the advertisement for a sustainable product
before the advertisement for a conventional product enhances the likelihood of sustainable
behavior.
These findings have significant implications for companies seeking to develop sustainabilityfocused marketing strategies. By understanding the factors that shape consumer attitudes and
behaviors related to sustainability and social media, businesses can align their advertising
efforts with consumer values and interests, effectively promoting sustainable consumption.
Moreover, policymakers and stakeholders can leverage social media platforms to facilitate
behavior change towards sustainability, considering the impact of social media on consumer
willingness to embrace sustainable goods and services | |
