How Does the Interactivity of Social Media Affect the Adoption of New Green Products?

Abstract

In the era of mobile internet, newsfeed advertising, which is most applicable to consumption scenarios that involve mobile devices, has become a core driving force in advertising. The rapid advancement of technology with respect to newsfeed advertising has not only reshaped the green consumption sector but has also had significant impacts on consumer psychology and behavior. When faced with highly social green newsfeed advertising, consumers are receptive to different degrees, which ultimately affects their receptivity to new green products. Through an experiment and a questionnaire, we find the following: (1) Consumers prefer new green products advertised through high-sociality green newsfeed advertisements more than those advertised with low-sociality ads. (2) Receptivity to green advertising can mediate the impact of the sociality of newsfeed advertising on consumer adoption of new green products. (3) The aforementioned direct effect and mediating effect are also affected by consumers’ green involvement. Our paper has both theoretical and practical significance; that is, we contribute to the research on the impacts of the sociality of green advertising on the psychological mechanisms underlying consumer adoption of new green products. Additionally, we provide managerial recommendations for the future development of green newsfeed advertising and for improvements in consumer impressions of green consumption.

Green Marketing in the Digital Age: A Systematic Literature Review

“…For the statistical analysis, various methods and tests were employed, such as Harman's single factor [23], percentage analysis [9,12], Chi-square [24], Partial Least Square Structural Equation Model [13], t-test [36], Cronbach's alpha test [37], F-test and ANOVA test [38], correlation analysis [39], one-dimensional and multidimensional data analysis, Crosstab and Pearson's Chi-square test [40]. Finally, for the interviews, exploratory factor analysis, confirmatory factor analysis [16], and thematic analysis [19,20] were used.…”

“…The factors of attitude and the image of the green brand were covered in the study by [37]. The findings emphasize that eco-friendly product packaging provides more than just environmental benefits.…”

Competence or warmth: why do consumers pay for green advertising?

“…Receptivity will further affect the subsequent psychological perception toward green advertising and willingness to purchase green products (Bailey et al, 2016), because the first impression can shape beliefs about the future behaviors (Cheng et al, 2019). Although green advertising receptivity always varies from person to person (Schuhwerk and Lefkoff-Hagius, 1995), it is reasonable to assume that receptivity is the prerequisite of green purchase intention and behavior in the context of green advertising (Chang et al, 2015;Sun et al, 2021;Cao et al, 2021). Hence, this study proposes the following hypothesis:…”

“…There has been evidence that consumers' green advertising receptivity is an important determinant of perceived competence and perceived warmth (Cao et al ., 2021; Sun et al ., 2021). In view of signaling theory, consumers will evaluate the product and brand based on related signals (e.g.…”

“…Once exposed to green advertising, consumers will form the receptivity of the green advertising (Bailey et al ., 2016). As an individual cognition and judgment of green advertising, green advertising receptivity would undoubtedly affect the subsequent perception and preference of products or brands (Moran et al ., 2020; Sun et al ., 2021; Cao et al ., 2021). Therefore, the receptivity of green advertising may be one of the important antecedents of green purchase intention.…”