Determination Of The Influencing Factors Of Social Media Marketing Platforms Impacting Purchasing Behavior Of Green Products Buyers

Abstract

It has been observed that with the resurgence of the worldwide marketplace for organic and green products, consumer decisions reflect not just cost and quality inclinations but also ethical and moral convictions. Further, from the emotional priming and moral regulation perspectives, it has been discovered that merely being exposed to green products and actually purchasing them resulted in quite distinct behavioral consequences. Hence, in the present work, the article explores the purchasing behavior of consumers for green products on social media to identify various influencing factors impacting the buyers. Nowadays, businesses have promoted the green product on social media platforms such as WeChat, microblogs, Twitter, etc., and social media usage (SMU) actively influences consumers' sustainable consumption behavior. Consequentially, the present study will be of great interest to the marketing professional and retailer because it outlines the key factor that can help boost their sales by knowing the factor of influence on purchasing. In this work, an empirical investigation has been done using a quantitative sample collected from 439 respondents  for their degree of agreement on various questions presented in the online questionnaire based on a five-level Linkert scale. As per the analysis, there is a strong positive correlation between the customer's engagement and social proofing and the intention, attitude, and subjective norms of the respondent.