Title: Online social networking and socially responsible consumption: X and Y generations' case

Authors: Rūta Tamošiūnaitė; Dalia Karlaitė

Addresses: Faculty of Social Technologies, Mykolas Romeris University, Ateities str. 20, Vilnius LT-08303, Lithuania ' Faculty of Economics and Finance Management, Mykolas Romeris University, Ateities str. 20, Vilnius LT-08303, Lithuania

Abstract: The significance of online social networks, promoting socially responsible consumption of food has been growing in the era of widely advertised traditional food products. The paper aims to reveal what factors impact purchasing decisions of X and Y generation. The sample, comprised of consumers from X and Y generation, expressed the opinions about consumption of safe and healthy products and responsible consumption, factors impacting selection of safe products and information available about social networks, promoting healthy lifestyle. The problems are related with low influence of online social networking on responsible consumption of food. The proposed model, focused on socially responsible consumption, discloses the most significant external and internal factors. The paper develops insights for stakeholders and policy makers concerned with socially responsible consumption.

Keywords: online social networks; purchasing decisions; responsible consumption; food consumption; socially responsible business; X generation; Y generation; social networking; social responsibility; food purchases; food safety; healthy lifestyle.

DOI: 10.1504/IJBEM.2015.070338

International Journal of Business and Emerging Markets, 2015 Vol.7 No.3, pp.251 - 264

Received: 12 Jul 2014
Accepted: 14 Oct 2014

Published online: 02 Jul 2015 *

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