FROM SOCIAL MEDIA EXPOSURE TO SUSTAINABLE ACTION: EXAMINING THRESHOLD EFFECTS IN THE GREEN PURCHASE INTENTION–BEHAVIOUR GAP

Abstract

The objective of the study was to investigate the threshold conditions of social media exposure in order for the consumers to convert their green purchase intentions into sustainable purchase behaviour, solving the problem of the green purchase intention-behaviour gap. The research design used was quantitative cross-sectional and data was obtained via primary methods through an administration of a structured questionnaire to 400 active users of social media. Data analysis was performed using SPSS with descriptive statistics, reliability analysis, correlation analysis, and regression analysis in order to assess the relationship between social media exposure, environmental awareness, social identity and sustainable purchase behaviour. Social media exposure significantly positively affected sustainable purchase behaviour and there was a significant relationship between social media exposure and consumer actions (β = 0.513, p < 0.001). Environmental awareness and social identity significantly assisted in making consumers turn green intentions into sustainable purchase actions. It can be concluded that in order for the intention-behaviour gap to be reduced, digital sustainability communication, emotional engagement and social influences should play a role. The study suggests that sustainable brands, policymakers and environmental organisations could develop more effective digital campaigns targeting repetition, reinforcement and engagement.