Antecedents and Consequences of Customers’ Engagement with Pro-Environmental Consumption-Related Content on Social Media

Abstract

Social media has been widely used to design and publish pro-environment campaigns; the goal is to spread awareness about environmental issues and explain how customers can change their consumption behavior to protect the environment. Customers’ engagement with pro-environmental campaigns (CEPC) on social media is crucial to achieving these objectives. Limited studies have examined the factors that could increase CEPC, and its effects, on pro-environmental consumption behavior. The available literature suggests the antecedents of social media engagement, but is restricted to brands/products. Based on these findings, this study explores the effects of advertising attractiveness, advertising-based skepticism, online interaction propensity, and privacy concerns on CEPC. This study also suggests that customers’ engagement with pro-environmental consumption-related content can be defined as a pro-environmental experience that could lead to pro-environmental consumption. The study was based on a sample of 262 responses from online users; the results indicated that CEPC is largely affected by advertising attractiveness, advertising skepticism, and online interaction propensity. The study further established that pro-environment consumption is a potential outcome of CPEC. This study contributes to the existing literature by providing insight into ways in which activist groups can inspire consumers to engage with pro-environment content and exploring whether that engagement translates into a pro-environment intention.