Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 63, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102751
Keywords
Social media usage; Social media browsing; Trust in social media; Drive for environmental responsibility; Sustainable purchasing attitude; Perceived environmental effectiveness
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Funding
- Natural Science Foundation of Guangdong Province (CN) [2020A1515010324]
- Key Research Projects of Universities in Guangdong Province [2019WZDXM01]
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This study, based on social learning theory, explores the impact of social media usage and browsing on sustainable purchasing attitudes, with a discovered partial mediation through the drive for environmental responsibility. Additionally, trust and perceived environmental effectiveness significantly moderate these relationships.
The role of social media in promoting sustainable attitudes is currently understudied. Underpinned by social learning theory, this study unveils the effect of social media usage and browsing on sustainable purchasing attitude, the underlying mechanism, and the boundary condition. Drawing on a sample of 693 experienced respondents analyzed using structural equation modeling, this study reveals that social media usage and browsing have a significant positive association. Both constructs significantly impact sustainable purchasing attitudes with complementary partial mediation of the drive for environmental responsibility. Further, trust in social media and perceived environmental effectiveness significantly moderate the relationships belongs to the browsing and drive for environmental responsibility. Contrary to the theorization, moderating constructs cannot substantially impact the proposed associations of social media usage. In this manner, the present research is innovative and provides valued knowledge to comprehend social media's role in encouraging sustainable attitudes.
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