Version 1
: Received: 18 March 2024 / Approved: 19 March 2024 / Online: 19 March 2024 (14:32:31 CET)
How to cite:
Hu, T.; Chao, C.; Lin, C. Impact of Social Media Marketing Activities and ESG Green Brand Involvement on Green Product Repurchase. Preprints2024, 2024031138. https://doi.org/10.20944/preprints202403.1138.v1
Hu, T.; Chao, C.; Lin, C. Impact of Social Media Marketing Activities and ESG Green Brand Involvement on Green Product Repurchase. Preprints 2024, 2024031138. https://doi.org/10.20944/preprints202403.1138.v1
Hu, T.; Chao, C.; Lin, C. Impact of Social Media Marketing Activities and ESG Green Brand Involvement on Green Product Repurchase. Preprints2024, 2024031138. https://doi.org/10.20944/preprints202403.1138.v1
APA Style
Hu, T., Chao, C., & Lin, C. (2024). Impact of Social Media Marketing Activities and ESG Green Brand Involvement on Green Product Repurchase. Preprints. https://doi.org/10.20944/preprints202403.1138.v1
Chicago/Turabian Style
Hu, T., Chuang-Min Chao and Chia-Hung Lin. 2024 "Impact of Social Media Marketing Activities and ESG Green Brand Involvement on Green Product Repurchase" Preprints. https://doi.org/10.20944/preprints202403.1138.v1
Abstract
Global warming, exacerbated by greenhouse gas emissions from non-green product manufacturing, necessitates a shift towards green production to safeguard ecosystems and finite resources. The United Nations Environment Programme emphasizes the importance of environmental considerations in corporate ESG criteria. Despite the higher costs of designing and manufacturing green products, which deter some companies and lead to greenwashing, efforts persist to promote sustainable goods. This study explores enhancing consumer repurchase intentions for green products through social media marketing, emphasizing green values, environmental concerns, brand image, and involvement. Findings reveal social media's role in boosting these factors, thus encouraging green repurchases. Insights are valuable for green businesses, social media groups, environmental agencies, and future research.
Keywords
Social media marketing activities; green values; environmental concerns; brand image; brand involvement; repurchase intention
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
