Title: Sustainable behaviour and social media: a study of centennials attitudes towards sustainable advertising

Authors: Vivek Aggarwal; Prashant Dev Yadav; Vinod Kumar Singh; Snigdha Dash

Addresses: Faculty of Management Studies, Gurukula Kangri (Deemed to be University), Haridwar, India ' Symbiosis Centre for Management Studies, Noida, Symbiosis International (Deemed University), India ' Faculty of Management Studies, Gurukula Kangri (Deemed to be University), Haridwar, Uttarakhand, India ' School of Business, Galgotias University, Greater Noida, Uttar Pradesh, India

Abstract: Eco-friendliness, recyclable properties, natural ingredients, association with charity or a social cause are the new characteristics of a products that influencing the purchase of consumer products in India. With increase in spending and demand for sustainable products there is need to understand ways to encourage sustainable thought and behaviour effectively and social media can be one of them. The purpose of this study is found out the significance of social media and sustainability advertising on the sustainable behaviour of young consumers aged 15 years to 25 years in India. The quantitative data was collected by means of online survey using self-administered structured questionnaires in India. A generalised linear model using structure equation modelling was used to evaluate the responses of 514 undergraduate and graduate students. The results revealed that advertising on social media has a positive influence on the behavioural intention and sustainable behaviour of young consumers. Based on findings, paper provides insights about understanding of sustainability to this population and specific design principles for creating effective social media campaigns such that more sustainable behaviours are palatable to individuals of varying attitudes.

Keywords: sustainability; sustainable advertising; sustainable behaviour; corporate responsibility; social media; centennials.

DOI: 10.1504/WREMSD.2021.118653

World Review of Entrepreneurship, Management and Sustainable Development, 2021 Vol.17 No.6, pp.777 - 794

Received: 28 Nov 2019
Accepted: 01 Nov 2020

Published online: 22 Oct 2021 *

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