Sustainable behaviour and social media: a study of centennials attitudes towards sustainable advertising
by Vivek Aggarwal; Prashant Dev Yadav; Vinod Kumar Singh; Snigdha Dash
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 17, No. 6, 2021

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.

Online publication date: Sat, 30-Oct-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the World Review of Entrepreneurship, Management and Sustainable Development (WREMSD):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email