Modelling of Social Media Marketing and Green Purchasing Intention

Abstract

The purpose of this study is to analyze the factors that shape the intent to buy green products and the results of social media marketing activities. This study uses a hypothesis test based on a data collection method using questionnaires distributed online to respondents. The sampling process used an unlikely sampling process, a subjective sampling process, and a targeted sampling process. The number of respondents to this survey was 220 who purchased green products through social media in the last six months. The result of this study is to analyze the factors that shape the intent to buy green products. Next, we will analyze the results of social media marketing activities. Based on the results of the hypothesis test, there are three (three) supported hypotheses and two (two) unsupported hypotheses. The advantage of this study is that business managers can understand the important role that social media activities play in business development. Business managers can also understand that a brand's customer experience impacts business development. Business managers can implement marketing strategies by increasing their brand value and ultimately understanding that green marketing strategies have a positive impact on their development.

Environmental Concern: Does It Drive Green Purchase Intention of Sustainable Packaging?

“…Social media is a group of internet-based platforms that allow people to share information and personal messages while also promoting businesses and services (Cokro & Kurniawati, 2023). It is seen as a modern platform with interactive features that enable participative, collaborative, and knowledge-sharing activities to reach a larger audience than conventional media, such as printed media, TV, and radio (Kurniawati & Yusran, 2021). With the rapid development of technology, numerous types of social media platforms are now often used by Indonesians, such as YouTube, Instagram, Twitter, Facebook, TikTok, WhatsApp, Line, Tumblr, Pinterest, Telegram, and LinkedIn (Sitoresmi, 2021).…”

“…This equates to 60.4% of the country's population (Widi, 2023). In this context, the companies can leverage personalization and social media to entice potential customers to purchase the products with sustainable packaging (Kurniawati & Yusran, 2021). Previous studies explained that the consumers utilize the social media to obtain and exchange facts and opinions, which influences their intention to purchase green products (Malesev & Cherry, 2021).…”