Author:
Fatima Mehreen,Ahmed Qazi Mohammed,Paracha Osman
Abstract
Purpose
The main objective of this study is to identify the variables influencing consumers' perceptions of sustainable purchasing intentions and the effects such perceptions have on actual sustainable purchasing behavior. This paper aims to develop an understanding of the postmillennial generation's consumption of sustainable products.
Design/methodology/approach
A structured questionnaire was used to collect data for quantitative analysis. It involved sampling a total of 251 respondents, which were postmillennials belonging to the twin cities of Pakistan. A series of tests were applied through Smart PLS4 for all the variables, including descriptive statistics and structural equation modeling.
Findings
The results revealed that there is a significant relationship of social value and electronic word of mouth with digital media usage (DMU). Whereas, link of functional and emotional value with DMU was insignificant. The results also portrayed that there exists a positive link between DMU and sustainable consumption behavior (SCB). Moreover, green purchase intention moderated the relationship between DMU and SCB.
Originality/value
There exists a research gap on the role of postmillennial behavioral regulation and digital media use, as potential influences on their purchase behavior. Despite the fact that digital media has been shown to influence millennials' purchasing decisions in the past, there is still a reluctance among postmillennials to engage in environmentally friendly practices. Consequently, research is necessary to comprehend sustainable consumer behaviors; especially from an unaddressed Pakistani perspective.
Reference96 articles.
1. Assessing the impact of green consumption behavior and green purchase intention among millennials toward sustainable environment;Environmental Science and Pollution Research,2023
2. Relationship marketing and brand involvement of professionals through web enhanced brand communities: the case of Coloplast;Industrial Marketing Management,2005
3. Pengaruh electronic word of mouth (eWOM) terhadap keputusan pembelian masyarakat banding di Shopee;International Journal of Computer Applications,2018
4. Millennials' green consumption behaviour: exploring the role of social media;Corporate Social Responsibility and Environmental Management,2018
5. Organizational identity orientation: forging a link between organizational identity and organizations' relations with stakeholders;Administrative Science Quarterly,2005