International Journal of Organizational Analysis Pub Date : 2021-04-05 , DOI: 10.1108/ijoa-02-2020-2037 Meesha Gupta , Asif Ali Syed
Purpose
The purpose of this paper is to identify, empirically analyze and validate the relationship between various social media marketing activities influencing the attitude of Indian consumers toward green products and their willingness to pay (WTP) a premium price for them.
Design/methodology/approach
Data was collected from 536 respondents who not only use various social media channels for purchases and gaining information but also prefer and buy green products across India. Exploratory factor analysis was done for the refinement and validation of the questionnaire items, and structural equation modeling was used to analyze the relationship among various variables.
Findings
The findings of the empirical study confer consumer’s attitude toward green products being shaped by four main social media marketing activities, namely, word of mouth, interaction, entertainment and customization, whereas trendiness was found to be insignificant toward predicting consumer’s attitude. The positive attitude so formed has a significant and positive impact on the willingness of consumers to pay a premium price for green products.
Originality/value
This research takes a lead in analyzing the construct WTP a premium for green products because this has been comparably less explored in Indian context. As spending a little extra by Indian consumers is a super sensitive issue, studying their willingness is therefore an important construct to be taken into account.
中文翻译:
在线社交媒体活动对绿色产品营销的影响
目的
本文的目的是确定,凭经验分析和验证各种社交媒体营销活动之间的关系,这些活动影响印度消费者对绿色产品的态度及其为绿色产品支付的价格(WTP)的意愿。
设计/方法/方法
数据收集自536位受访者,他们不仅使用各种社交媒体渠道进行购买和获取信息,而且还在印度各地青睐和购买绿色产品。探索性因素分析用于调查表项目的细化和验证,结构方程模型用于分析各种变量之间的关系。
发现
实证研究的结果表明,消费者对绿色产品的态度由四个主要的社交媒体营销活动塑造,即口口相传,互动,娱乐和定制,而趋势却对预测消费者的态度无关紧要。如此形成的积极态度对消费者愿意为绿色产品支付高价的意愿产生重大而积极的影响。
创意/价值
这项研究率先分析了绿色环保产品WTP的溢价,因为在印度背景下这种方法的开发相对较少。由于印度消费者多花一点钱是一个非常敏感的问题,因此研究他们的意愿是要考虑的重要因素。