Developing responsible consumption behaviours through social media platforms: sustainable brand practices as message cues

PurposeThis study aims to examine the underlying antecedents and psychological mechanisms through which brand's communication of sustainable business practices in social media influences consumers' responsible consumption behaviour and brand relationship outcomes.Design/methodology/approachData were collected using two surveys, from a sample of WhatsApp users (N = 632), and a sample of Facebook users (N = 471), and were analysed using Structural Equation Modelling.FindingsThe results suggest that systematic and heuristic processing of message cues about sustainable business practices communicated by the brand through online social networks influence consumers' perceptions of brand warmth and competence. These perceptions, in turn, direct consumers' responsible consumption behaviours and strengthen brand relationships. The impact of these cues is moderated by consumers' perception of the brand's motives for engaging in sustainable business practices.Originality/valueThe study insights can help brand managers to enhance consumers' brand-related perceptions, responsible consumption and consumer-brand relationships.