Going Viral for a Greener Future: How to Harness the Power of Active Viral Marketing in Green Product Campaigns

Abstract

This study examines the effectiveness and potential benefits of active viral marketing over traditional viral marketing methods in promoting green products. This study identifies the factors that influence people's willingness to purchase green products and the impact of others on their purchasing decisions. In addition, this study proposes a more efficient approach by categorizing customers using demographic data to overcome computational challenges in active viral marketing. The present study contributes to the field of green marketing by demonstrating the potential of active viral marketing as an attractive method for marketing various green products. This study investigates the role of gender, academic degree, age, and favorite social network in the marketing of green products using active viral marketing. A descriptive survey method was adopted, and data were collected through library research, electronic sources, and a Likert scale questionnaire.