Title: Promotion of green products on Facebook: insights from millennials

Authors: Neeraj Pandey; Sumi Jha; Gaganpreet Singh

Addresses: Marketing Area, National Institute of Industrial Engineering (NITIE), Vihar Lake Road, Powai, Mumbai, India ' Organisation Behaviour and Human Resource Management, National Institute of Industrial Engineering (NITIE), Vihar Lake Road, Powai, Mumbai, India ' Marketing Area, O.P. Jindal Global University, Haryana, India

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.

Keywords: green products; social media marketing; Facebook; millennial.

DOI: 10.1504/IJMP.2020.106935

International Journal of Management Practice, 2020 Vol.13 No.3, pp.275 - 294

Received: 21 Sep 2018
Accepted: 28 Feb 2019
Published online: 28 Apr 2020 *

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