Driving eco‐friendly product purchases through social media: How does peer influence work?

IF 4.4 3区 管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-09-12 DOI:10.1002/cb.2400
Chiyin Chen, Zhen Li, Shuai Yang, Dongmei Cao
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Abstract

Social media platforms expose individuals to both peer and marketer influences. While these influences have garnered significant research attention regarding their impact on consumer behaviors, the findings have been a subject of debate. This research examines how peer influence from user‐generated content (UGC) differs from marketer influence from marketer‐generated content (MGC) in its effect on consumers' eco‐friendly product (EFP) purchases and how peer influence takes place. Study 1 uses online field data from an e‐commerce company and suggests that peer influence is associated with more sales, whereas there is no empirical evidence to support a similar effect for marketer influence. Utilizing online survey data collected from social media users, Study 2 further reveals that informational and normative peer influences significantly increase consumers' purchase intention via environmental self‐efficacy and positive moral emotion. Notably, tie strength with the influencing peer plays a crucial role in moderating the relationship between different peer influences, the mediators, and the mediation paths. Our research advances knowledge of peer influence on EFP consumer behaviors, extends the UGC literature through the lens of peer influence and tie strength, and offers practical implications for social media marketers and policymakers promoting eco‐friendly products.
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通过社交媒体推动环保产品的购买:同伴影响如何发挥作用?
社交媒体平台使个人同时受到同伴和营销者的影响。虽然这些影响对消费者行为的影响引起了大量研究的关注,但研究结果却一直存在争议。本研究探讨了用户生成内容(UGC)中的同伴影响与营销者生成内容(MGC)中的营销者影响对消费者购买环保产品(EFP)的影响有何不同,以及同伴影响是如何产生的。研究 1 使用了一家电子商务公司的在线实地数据,结果表明,同伴影响与更多的销售额相关,而没有实证证据支持营销者影响的类似效果。研究 2 利用从社交媒体用户那里收集的在线调查数据,进一步揭示了信息性和规范性同伴影响通过环境自我效能感和积极的道德情感显著提高了消费者的购买意向。值得注意的是,在调节不同同伴影响、中介因素和中介路径之间的关系时,与影响同伴的联系强度起着至关重要的作用。我们的研究增进了人们对同伴影响 EFP 消费行为的了解,通过同伴影响和联系强度的视角扩展了 UGC 文献,并为社交媒体营销人员和政策制定者推广环保产品提供了实际意义。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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