Abstract
This research empirically analyses the factors affecting the promotion of green products through Facebook to the millennials. Extensive literature survey and focus group discussion (FGD) gave probable Facebook related variables that may impact the promotion of green products. The exploratory factor analysis (EFA) was conducted to find key Facebook-related factors influencing the promotion of green products to millennials. The factor structure was further validated using confirmatory factor analysis (CFA). The findings highlight marketing managers should focus on five factors namely value communication (VC), safe navigation (SN), endorsements, webpage content (CW), and e-word of mouth (e-WoM); and its related sub-factors for promotion of green products on Facebook to the millennials. It is a pioneering study as none of the previous studies had analysed Facebook as a platform for promoting green products to millennials.
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