Navigating the Impact of Social Media on Sustainable Purchase Intention for Green Cosmetics

Abstract

The current environmental situation has resulted in increasing expenditures on sustainable marketing practices and the need to conduct further research on the effective way to influence sustainable intention within the realm of social media. Grounded in the theory of planned behaviour, this study aims to evaluate the direct influence of social media on individuals’ perspectives regarding sustainable purchasing, particularly in the context of green cosmetics. The present study employed the data set obtained from 221 respondents and structural equation modelling (SEM) Amos v24 was used to analyse the relationship among variables. The findings of the study illuminate that perceived trust in social media and interactivity on social media sites had a substantial impact on the sustainable purchase intention of consumers while the factor eWOM (electronic word of mouth) did not significantly influence users’ intention to purchase green cosmetics. The study gives actionable insights for firms in the green cosmetics market on including and managing social media sites in their communication strategy to drive sustainable purchasing behaviour.

Keywords: eWOM, Perceived Trust in Social Media, Interactivity, Sustainable Consumption, Sustainable Purchase Intention

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