Driving eco-friendly product purchases through social media: how does peer influence work?

Chen, C, Li, Z, Yang, S and Cao, D ORCID: https://orcid.org/0000-0002-2614-3726, 2024. Driving eco-friendly product purchases through social media: how does peer influence work? Journal of Consumer Behaviour. ISSN 1472-0817

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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.

Item Type:	Journal article
Publication Title:	Journal of Consumer Behaviour
Creators:	Chen, C., Li, Z., Yang, S. and Cao, D.
Publisher:	Wiley
Date:	12 September 2024
ISSN:	1472-0817
Identifiers:	Number Type 10.1002/cb.2400 DOI 2200579 Other
Rights:	This is the peer reviewed version of the following article: Chen, C., Li, Z., Yang, S., & Cao, D. (2024). Driving eco-friendly product purchases through social media: how does peer influence work?. Journal of Consumer Behaviour, which has been published in final form at https://doi.org/10.1002/cb.2400 This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	16 Sep 2024 09:32
Last Modified:	16 Sep 2024 09:32
URI:	https://irep.ntu.ac.uk/id/eprint/52216

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