Abstract
This study aims at investigating the online social marketing on climate change and global warming towards behavioral intentions among youngsters in Indonesia. The model of online social marketing composed of perceived ethical capability as mediation variable, trust and commitment. The online social marketing on climate change has significant impact on behavior intentions through perceived ethical capability as mediation variable; trust and commitment have also significant impact on behavior intentions. The purposive sampling method was utilized among 239 respondents. Model of Structural Equation (SEM) version 23 was used to test the hypotheses. This study might be contributing to the body of knowledge particularly the advancement and effectiveness online social marketing on climate change and its impact on behavior intentions. Keywords: Online social marketing, climate change, perceived ethical capability, trust, commitment and behavior intentions. JEL Classifications: M31, P28 DOI: https://doi.org/10.32479/ijeep.8820
Highlights
Online social marketing ethics as a field of academic study and public policy implementation has long pondered the importance of ethics deliberations, comprising inquiries of what considers as right and wrong, moral or immoral, good or bad
Based on the previous studies we propose hypothesis as follows: H1 = The online social marketing campaign on climate change has a significant impact on perceived ethical capability H2 = The perceived ethical capability has significant impact on behavioral intentions towards climate change
The H1 mentions that online social marketing has significantly influenced on perceived ethical capability, whereas H2 mentions that perceived ethical capability has significantly influenced on behavioral intentions towards climate change, these findings show that online campaign interventions have capacity to influence behavior intentions in response to climate change
Summary
Online social marketing ethics as a field of academic study and public policy implementation has long pondered the importance of ethics deliberations, comprising inquiries of what considers as right and wrong, moral or immoral, good or bad. Online social marketing theoretically exposes on why certain performances or rules may be pondered moral or immoral. Such inquiries deal with the strategy and use of online marketing objects in organization in many diverse ways. An insight of moral suitability, or the lack thereof, could be an imperative element of technology acceptance. The aspect of this technology reception can be grasped in the tradition of applied ethics within philosophy, which emphasizes on more concrete questions in different fields such as medicine, biotechnology, but is related within information technology and online social marketing. Few research have emphasized on the actual connection between mass media (online or offline), reporting, ethics and public understanding of climate change (Aoyagi-Usui, 2008)
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