Understanding Consumer Perceptions of Green Software: A Study in the Online Social Media Marketing Context

This study explores the influence of social media marketing on consumers' decisions to purchase green software and identifies key factors affecting those decisions. The findings contribute to effective marketing strategies for promoting environmentally friendly technologies and increasing the a...

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Bibliographic Details
Published in:Procedia computer science 2024, Vol.237, p.775-782
Main Authors: Irtisamul, Shadat, Hassan, Marzan Binte, Sadia, Farzana, Hasan, Mahady, Rokonuzzaman, Mohammad
Format: Article
Language:English
Subjects:
Consumer behavior
Eco-friendly technology
Marketing strategies
Green software
Social media marketing
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Summary:This study explores the influence of social media marketing on consumers' decisions to purchase green software and identifies key factors affecting those decisions. The findings contribute to effective marketing strategies for promoting environmentally friendly technologies and increasing the adoption of green software. Social media marketing is highlighted as a crucial platform for communication and collaboration, shaping consumers' subjective norms and influencing decision-making. By utilizing persuasive techniques and emphasizing eco-friendly choices, social media marketing can significantly impact consumers' behavior, attitudes, and decision-making processes, promoting sustainable practices and increasing the adoption of eco-friendly software.
ISSN:1877-0509
1877-0509
DOI:10.1016/j.procs.2024.05.165