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EMAC 2024 Annual


From Likes to Lives: How Social Media Shapes Sustainable Consumption Choices
(A2024-119483)

Published: May 28, 2024

AUTHORS

Anna Kurzak Mabrouk, Uniwersytet Ekonomiczny w Krakowie; Piotr Zaborek, Warsaw School of Economics

ABSTRACT

The study investigates the relationship between the engagement in two large English-language online communities on Facebook and Reddit dedicated to sharing green-living tips and promoting sustainable consumption (SC) among their members. The estimated structural equation model suggests a positive impact of social media engagement on SC change, with mediation by intrinsic and extrinsic motives for sustainable behaviour, as well as moderation by homophily (reflecting perceived similarity between an individual and other group members). The model also accounts for the influence of environmental attitude as well as personal characteristics of respondents, including gender, age, income, education and time spent as a member of the social network. The findings indicate that the most important factor in inducing SC changes is perceived homophily with other members of the social group.