Social Media Effect on Sustainable Products Purchase

TitleSocial Media Effect on Sustainable Products Purchase
Publication TypeConference Paper
Year of Publication2015
AuthorsBen Abdelaziz, SIbrahim, Saeed, MAmas, Benleulmi, AZiad
EditorKersten, W, Blecker, T, Ringle, CM
Title of ProceedingsSustainability in Logistics and Supply Chain Management
Conference LocationHamburg
ISBN Number978-3-7375-6206-5
Other NumbersISSN (print) 2365-4430, ISSN (online) 2365-5070
KeywordsConsumer Behavior, PLS-SEM, Social Media Dependency, Sustainability

Nowadays social media have become a key platform where consumers interact with
each other. Further, people are growing to be more aware of sustainability-related
issues in general and sustainable products/brands-related matters in particular. This
study investigates the effects of social media on consumer purchase behavior, with
an exclusive focus on sustainability. In order to understand the needs and motivations
of consumer engagement with sustainable products and/or brands, we surveyed
a number of social media users residing in Germany. The collected data were
analyzed using partial least squares structural equation modeling (PLS-SEM). Our
findings helped shed the light on the effects social media have on consumers'
choices regarding sustainable products/brands purchasing; they also helped identify
the main drivers behind these effects.