ROLE OF SOCIAL MEDIA IN INFLUENCING GREEN BUYING DECISIONS BY PROMOTING GREEN PRODUCTS

DOI: https://doie.org/10.65985/APER.2026148694

Authors:

Ms. Sweety Kumari, Dr. Md Daoud Ciddikie

Keywords:

social media, green buying behaviour, environment, green products, sustainability.

Abstract:

The concern for the environment, has created awareness among consumers about the type of goods they consume; whether or not it is environment friendly. And social media is acting as a catalyst in this regard, creating consciousness regarding benefits of using green products. Social media is a platform to reach millions of users and to create awareness of the type of product they can use. The focus of this paper is to investigate the role of social media on green purchase intentions. The aim is to study the role of social media as a tool to create awareness regarding green products. The current study is based primary data to understand consumers awareness and preferences towards green products. Besides, the secondary data from marketing journals and reports are used to understand the marketing implications. The findings of the study indicates that there is a significant difference between the two genders in terms of conscious about the environmental safety and conservation. Social media has a direct and positive relation with the buying intentions of consumers. Further, brand image also plays an important role in influencing consumers purchase decisions. The outcome of the study may prove to be beneficial for marketers, in general and social media marketing, in particular

PDF