The Impact of Social Media Platforms ‘Facebook and Instagram’ in Influencing Purchasing Behaviour of Green Products

Abstract

The main goal is to investigate the impact on consumers’ purchase habits for green goods influenced by social media sites Facebook and Instagram. The article looks at the consumption behaviours of green products and how these social media platforms have helped increase awareness and support for marketing green products. The article involved data collection from a sample of 201 participants in Delhi, India. Data collection, as well as analysis techniques, were used to derive results from the data collected. In this study, A structural equation model was developed. It is clear from the data analyzed that platforms for social media, that is (Instagram and Facebook) have a substantial impact on the purchasing behaviours of green products. The study further measured the usage of channels for social media between the study samples to establish the effect of using social media to promote green products. Additionally, existing social media users are more likely to come across green products and develop a need to use the products. From the study, social media platforms influence the purchasing and consumption behaviours of users’ on green products.