Abstract
Nowadays, environmental problems are rising due to the individuals’ consumption behaviour, which necessitates serious attention. Consumers gradually become aware of the effect of their consumption behaviour on the environment and make a difference. Social media, particularly Instagram, play a major role in increasing awareness and promoting environmentally friendly behaviour. Hence, it is crucial to investigate the impact of Instagram on green consumption intention, which is the best predictor of behaviour. By reviewing the existing literature, the current study develops a conceptual model regarding the effect of Instagram influencers’ green activity on followers’ intention. As the model proposes, green attitude and green consumption intention are shaped among followers by the Instagram influencers’ green concern, green photo content, and green word of mouth (WOM). Additionally, it is proposed that the perceived credibility of followers moderated the link between green WOM and green consumption intention. The study contributes to the body of knowledge by developing a new model that helps identify green consumption intention determinants.
Highlights
Environmental degradation, which is manifested in air and water pollution, ozone depletion, global warming, and hazardous waste disposal (Dagher & Itani, 2014), is rising due to increasing consumption, which necessitates the adoption of alternatives that promote sustainability (Uddin & Khan, 2016)
It is crucial to investigate the impact of Instagram on green consumption intention, which is the best predictor of behaviour
Concerning the critical role of Instagram influencers in shaping followers’ attitude and intention, this study proposed a framework consisting of green photo content, green word of mouth (WOM), perceived credibility, green concern, and green attitude as antecedents of green consumption intention, as the best predictor of behaviour
Summary
Environmental degradation, which is manifested in air and water pollution, ozone depletion, global warming, and hazardous waste disposal (Dagher & Itani, 2014), is rising due to increasing consumption, which necessitates the adoption of alternatives that promote sustainability (Uddin & Khan, 2016). Each influencer's role varies where some promote brands, and some others do marketing, whereas some others share experiences in their daily lives This phenomenon of influencers affecting their approaches represents a new form of independent third party that endorses and nurtures or reshapes the individuals' attitude through blogs, tweets, and using multiple social media channels (Glucksman, 2017). Zatashah is one of the Instagram influencers with environmental concerns and intentions to encourage her followers' green consumption behaviour. She has more than 72000 followers and shared more than 13000 posts mainly to promote "sayno2plastic" and "zero food wastage.". It is suggested that influencers' role is a worthwhile topic for further studies (Bedard and Tolmie, 2018) This topic is critical to train and raise awareness about environmental issues and green consumption behaviour (Tan, 2018). The remainder of the paper discusses the hypotheses and conceptual model, followed by the conclusion
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