Green Social Media Campaigns: Influencing Consumers’ Attitudes and Behaviors

The main aim of this research was to shed light on the influence of social media campaigns on consumers’ attitudes toward green tourism, aligning with sustainable consumer behavior. However, the prior literature explored the campaign characteristics and perceived usefulness of attitudes toward green...

Full description

Saved in:
Bibliographic Details
Published in:Sustainability 2023-09, Vol.15 (17), p.12932
Main Authors: Ummar, Rakhshan, Shaheen, Kanwal, Bashir, Iram, Ul Haq, Junaid, Bonn, Mark A
Format: Article
Language:English
Subjects:
Attitudes
Consumer behavior
Decision making
Ecotourism
Marketing
Marketing research
Sales promotions
Social media
Sustainability
Travel industry
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The main aim of this research was to shed light on the influence of social media campaigns on consumers’ attitudes toward green tourism, aligning with sustainable consumer behavior. However, the prior literature explored the campaign characteristics and perceived usefulness of attitudes toward green consumption that translate into green consumer behavior. Data were collected from four hundred social media users, and the confirmatory factor was used to measure their reliability and validity. Hypotheses were measured through structural equation modeling. This research suggested that managers should consider campaign characteristics such as informativeness and persuasiveness to develop positive attitudes toward green tourism. Moreover, researchers should focus on social media campaign characteristics and perceived usefulness as antecedents of consumers’ attitudes toward green tourism.
ISSN:2071-1050
2071-1050
DOI:10.3390/su151712932