Participation in Online Social Network Groups as a Driver of Sustainable Behaviour
Participation in Online Social Network Groups as a Driver of Sustainable Behaviour

Summary/Abstract: Objective: The study investigates the relationship between engagement in two large English--language online communities on Facebook and Reddit dedicated to sharing green-living tips andpromoting sustainable behaviour among their members.Research Design & Methods: The proposed conceptual framework assumes that the impact ofsocial media engagement on sustainable behaviour change is mediated by intrinsic and extrinsicmotives for sustainable behaviour, as well as moderated by homophily (reflecting perceivedsimilarity between an individual and other group members). The model also accounts for time asa social group member and personal characteristics of respondents, including gender, age, incomeand education. The statistical methods involved structural equation modelling with SmartPLS.Findings: The findings indicate that participation in online communities leads to favourablechanges in attitudes and behavioural patterns. The strength of this association is positivelymoderated by homophily. Females and research participants who were younger and more affluentreported greater numbers of changes in their behaviour. Implications / Recommendations: The outcomes of this study can help NGOs, businessesmaintaining online brand communities and government policymakers understand how tosuccessfully promote sustainable behaviour through measures aimed at relationship building.Contribution: This research adds to the theory of marketing communication extending theknowledge about the role of social media in influencing consumer behaviour.

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