The Role of Social Media in Green Marketing: How Eco-Friendly Content Influences Brand Attitude and Consumer Engagement

Abstract

As environmental issues become increasingly important to consumers, integrating green marketing strategies into corporate promotional efforts is essential. However, limited research has examined cultural differences in consumer responses to green marketing content. This study addresses this gap by exploring how eco-friendly social media posts influence consumer perceptions and behaviors, specifically regarding informativeness, entertainment, perceived relevance, brand attitude, purchase intention, and word of mouth (WOM). This research employs an experimental study with a sample of 2035 participants from Poland and the United States to examine cross-cultural differences in responses to green marketing content. The findings revealed that eco-friendly posts significantly enhance informativeness, entertainment, and relevance, leading to higher levels of brand attitude, purchase intention, and WOM compared to non-green content. Furthermore, the effects of eco-friendly messaging on consumer engagement differ between Polish and US participants, underscoring the importance of culturally tailored green marketing strategies. These results provide valuable insights for marketers aiming to develop effective and culturally responsive sustainable marketing campaigns that resonate with diverse consumer groups. This study extends the green marketing literature by examining how informativeness, entertainment, and perceived relevance affect consumer behavioral intentions, such as purchase intention and WOM.