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The influence of instagram influencers’ activity on green consumption behavior

Jalali, Sanaz Saghati and Khalid, Haliyana (2021) The influence of instagram influencers’ activity on green consumption behavior. Business Management and Strategy, 12 (1). pp. 78-90. ISSN 2157-6068


Official URL: http://dx.doi.org/10.5296/bms.v12i1.18265


Nowadays, environmental problems are rising due to the individuals’ consumption behaviour, which necessitates serious attention. Consumers gradually become aware of the effect of their consumption behaviour on the environment and make a difference. Social media, particularly Instagram, play a major role in increasing awareness and promoting environmentally friendly behaviour. Hence, it is crucial to investigate the impact of Instagram on green consumption intention, which is the best predictor of behaviour. By reviewing the existing literature, the current study develops a conceptual model regarding the effect of Instagram influencers’ green activity on followers’ intention. As the model proposes, green attitude and green consumption intention are shaped among followers by the Instagram influencers’ green concern, green photo content, and green word of mouth (WOM). Additionally, it is proposed that the perceived credibility of followers moderated the link between green WOM and green consumption intention. The study contributes to the body of knowledge by developing a new model that helps identify green consumption intention determinants.

Item Type:Article
Uncontrolled Keywords:green attitude, green concern, photo content, perceived credibility, green consumption intention
Subjects:H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Divisions:International Business School
ID Code:96634
Deposited By: Yanti Mohd Shah
Deposited On:15 Aug 2022 11:26
Last Modified:15 Aug 2022 11:26

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