Developing responsible consumption behaviours through social media platforms: sustainable brand practices as message cues

Abstract

PurposeThis study aims to examine the underlying antecedents and psychological mechanisms through which brand's communication of sustainable business practices in social media influences consumers' responsible consumption behaviour and brand relationship outcomes.Design/methodology/approachData were collected using two surveys, from a sample of WhatsApp users (N = 632), and a sample of Facebook users (N = 471), and were analysed using Structural Equation Modelling.FindingsThe results suggest that systematic and heuristic processing of message cues about sustainable business practices communicated by the brand through online social networks influence consumers' perceptions of brand warmth and competence. These perceptions, in turn, direct consumers' responsible consumption behaviours and strengthen brand relationships. The impact of these cues is moderated by consumers' perception of the brand's motives for engaging in sustainable business practices.Originality/valueThe study insights can help brand managers to enhance consumers' brand-related perceptions, responsible consumption and consumer-brand relationships.

Is Environmental Sustainability Also “Economically Efficient”? The Case of the “SOStain” Certification for Sicilian Sparkling Wines

“…These data show how the consumer is attentive to the sustainability of the products she/he buys, but also to the respect for the environment and to the safeguarding of the earth [60]. The consumer also recognizes a positive relation between sustainability and quality, an aspect that leads to the idea that, for a winery, it should be positive to communicate the adherence to SOStain Program, and putting the logo on the label would increase the perceived value for consumers [61].…”

“…sector. Moreover, it would be interesting to study the power of social media platforms and wine influencers in developing consumers' responsible consumption behaviors [49,61,86].…”

Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption

“…Firms are increasingly collaborating with influencers on social media platforms to inform consumers about the availability of sustainable products and services, and to expound on how these products and services meet the sustainability criteria, to encourage sustainable consumption (Kapoor et al, 2022;Jacobson and Harrison, 2022). Previous studies showed that sustainability communication through social media could be more effective when implemented with the right theory and practice (Tölkes, 2018;Sarkar et al, 2022). Based on the construal level theory (Trope and Liberman, 2003), the availability-valence hypothesis (Kisielius and Sternthal, 1986) and the attribution theory (Heider, 1958), the present study explored how sustainability communication from greenfluencers influences social media users' intention to adopt sustainable consumption.…”

“…More recently, Lee and Theokary (2021) demonstrated that concreteness, but not preciseness, is associated with increased views and subscriptions for SMIs. These disparate results can be attributed to various factors, including the source-, firm- and consumer-related factors (Han et al , 2019; Kapoor et al , 2022; Sarkar et al , 2022). Moreover, few studies have considered the inherent complexities of the consumer’s decision-making process regarding sustainability consumption.…”

The impact of social media marketing activities on green consumption intention: evidence from emerging countries

“…More importantly, the effects of action-related and effectiveness-related information on PNs were moderated differently by egoistic values held by consumers. Sarkar, Sarkar, and Sreejesh (2022) that systematic and heuristic analysis of message cues regarding sustainable enterprises practises transmitted by the brand via online social networks influence consumers' views of the brand's warmth and competence. These impressions guide customers' responsible consumption practices and promote brand relationships.…”