The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia

Nowadays, environmental problems are arising due to individuals’ consumption behavior, which necessitates serious attention. Consumers are gradually becoming aware of the effects of their consumption behavior on the environment and making a difference. Social media, particularly Instagram, plays a m...

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Main Author:	Jalali, Sanaz Saghati
Format:	Thesis
Language:	English
Published:	2021
Subjects:	HM Sociology
Online Access:	http://eprints.utm.my/108067/1/SanazSadhatiJalaliPAHIBS2021.pdf.pdf
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id	my-utm-ep.108067
record_format	uketd_dc
spelling	my-utm-ep.1080672024-11-01T00:47:53Z The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia 2021 Jalali, Sanaz Saghati HM Sociology Nowadays, environmental problems are arising due to individuals’ consumption behavior, which necessitates serious attention. Consumers are gradually becoming aware of the effects of their consumption behavior on the environment and making a difference. Social media, particularly Instagram, plays a major role in increasing awareness and promoting environmentally-friendly behavior. However, the impact of social media, particularly Instagram, on green behavior has been less understood. To address the gap in the literature, the current study intends to examine the impact of Instagram influencers on their followers' green consumption behavior. Moreover, this study aims to understand the mediating role of followers’ green habits in the relationship between their green consumption intention and green consumption behavior. To achieve this goal, questionnaires were distributed among followers of some environmentally-conscious influencers, asking their opinions about the content of a specific Instagram account. Integrating the Theory of Planned Behavior and Agenda-Setting Theory, six hypotheses were developed and analyzed using Partial Least Squares – Structural Equation Modeling (SEM-PLS). The findings revealed that Instagram influencers' photo or video contents and green concerns positively influence the green attitudes of their followers. Additionally, it was confirmed that the green attitude strongly and positively influences the green consumption intention of Instagram followers. Moreover, green consumption intention and green habit are found to be the main predictors of green consumption behavior. However, the findings showed a non-significant association between the green word of mouth and green consumption intention. The originality of the research is in its investigation of the role of Instagram influencers in promoting green consumption behavior. From a practical perspective, the government of Malaysia may use the findings of this study to invest in social media, particularly Instagram, to formulate efficient policies and an environmental protection framework. 2021 Thesis http://eprints.utm.my/108067/ http://eprints.utm.my/108067/1/SanazSadhatiJalaliPAHIBS2021.pdf.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:154252?site_name=GlobalView&query=The+effect+of+Instagram+influencers+on+green+consumption+behavior+amongst+Instagram+followers+in+Malaysia&queryType=vitalDismax phd doctoral Universiti Teknologi Malaysia International Business School
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HM Sociology
spellingShingle	HM Sociology Jalali, Sanaz Saghati The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia
description	Nowadays, environmental problems are arising due to individuals’ consumption behavior, which necessitates serious attention. Consumers are gradually becoming aware of the effects of their consumption behavior on the environment and making a difference. Social media, particularly Instagram, plays a major role in increasing awareness and promoting environmentally-friendly behavior. However, the impact of social media, particularly Instagram, on green behavior has been less understood. To address the gap in the literature, the current study intends to examine the impact of Instagram influencers on their followers' green consumption behavior. Moreover, this study aims to understand the mediating role of followers’ green habits in the relationship between their green consumption intention and green consumption behavior. To achieve this goal, questionnaires were distributed among followers of some environmentally-conscious influencers, asking their opinions about the content of a specific Instagram account. Integrating the Theory of Planned Behavior and Agenda-Setting Theory, six hypotheses were developed and analyzed using Partial Least Squares – Structural Equation Modeling (SEM-PLS). The findings revealed that Instagram influencers' photo or video contents and green concerns positively influence the green attitudes of their followers. Additionally, it was confirmed that the green attitude strongly and positively influences the green consumption intention of Instagram followers. Moreover, green consumption intention and green habit are found to be the main predictors of green consumption behavior. However, the findings showed a non-significant association between the green word of mouth and green consumption intention. The originality of the research is in its investigation of the role of Instagram influencers in promoting green consumption behavior. From a practical perspective, the government of Malaysia may use the findings of this study to invest in social media, particularly Instagram, to formulate efficient policies and an environmental protection framework.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Jalali, Sanaz Saghati
author_facet	Jalali, Sanaz Saghati
author_sort	Jalali, Sanaz Saghati
title	The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia
title_short	The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia
title_full	The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia
title_fullStr	The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia
title_full_unstemmed	The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia
title_sort	effect of instagram influencers on green consumption behavior amongst instagram followers in malaysia
granting_institution	Universiti Teknologi Malaysia
granting_department	International Business School
publishDate	2021
url	http://eprints.utm.my/108067/1/SanazSadhatiJalaliPAHIBS2021.pdf.pdf
_version_	1818646933364801536

The effect of Instagram influencers on green consumption behavior amongst Instagram followers in Malaysia

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