Wu Meifen, Long Ruyin
School of Economics and Management, China University of Mining and Technology, Xuzhou, China.
Fenner School of Environment and Society, Australian National University, Canberra, ACT, Australia.
Front Psychol. 2024 Aug 2;15:1429454. doi: 10.3389/fpsyg.2024.1429454. eCollection 2024.
Drawing upon the stimulus-organism-response framework and incorporating green trust and perceptions of information usefulness, we formulated a model to explore how marketing on social media impacts consumers' intentions towards eco-friendly purchases, using eastern Chinese cities as a case study. The findings indicate that: (1) marketing on social media significantly boosts intentions for eco-friendly purchases, and green trust positively affects the perceptions of information usefulness. (2) Green trust and perceptions of information usefulness jointly act as mediators between social media marketing and eco-friendly purchase intentions, with green trust exhibiting a stronger effect (0.306 > 0.122). The multi-group analysis findings indicate significant disparities in several potential pathways as a result of moderating factors such as educational attainment, etc. The benefits are especially apparent in women, people with middle to high incomes, people with intermediate to high levels of education, and people who engage with social media for over three hours per day. Through the effect analysis between marketing on social media, green trust, and perceptions of information usefulness on consumers' intentions towards eco-friendly purchases, this study offers insights to social media platforms, businesses, and policymakers, enabling them to enhance strategies for fostering eco-friendly consumer behavior through social media channels.
基于刺激-机体-反应框架并纳入绿色信任和信息有用性认知，我们构建了一个模型，以中国东部城市为案例研究，探讨社交媒体营销如何影响消费者的环保购买意愿。研究结果表明：（1）社交媒体营销显著提升了环保购买意愿，绿色信任对信息有用性认知有积极影响。（2）绿色信任和信息有用性认知共同作为社交媒体营销与环保购买意愿之间的中介，其中绿色信任的影响更强（0.306＞0.122）。多组分析结果表明，受教育程度等调节因素导致在几个潜在路径上存在显著差异。这些益处在女性、中高收入人群、中高教育水平人群以及每天使用社交媒体超过三小时的人群中尤为明显。通过对社交媒体营销、绿色信任和信息有用性认知对消费者环保购买意愿的影响分析，本研究为社交媒体平台、企业和政策制定者提供了见解，使他们能够加强通过社交媒体渠道促进环保消费行为的策略。
