A Generational Comparison of the Influence of Social Media on Sustainable Consumer Behavior

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Author(s): Marcos Aurélio (Federal University of Ceará, Brazil), João Vitor Sales Machado Maia (Federal University of Ceará, Brazil), Aurio Lucio Leocadio (Federal University of Ceará, Brazil)and Daniel Barboza Guimarães (Federal University of Ceará, Brazil)
Copyright: 2025
Pages: 40
Source title: Digital Transformation Initiatives for Agile Marketing
Source Author(s)/Editor(s): Sérgio Maravilhas (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
DOI: 10.4018/979-8-3693-4466-8.ch012

Keywords: Business Science Reference / Digital Communications / Marketing and Consumer Behavior / Media & Communications

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Abstract

The article analyzes the impact of social media, especially Instagram, on the sustainable consumption behaviors of different Generations, focusing on the formation of sustainable identities and choices. The research investigates how exposure to sustainability content on this platform influences sustainable consumption behaviors in Generations X, Y and Z. Using a quantitative approach, the study involves Instagram users from these Generations and applies factor analysis, multiple linear regressions and mediation analysis to assess generational impacts. The results indicate a positive influence of exposure to sustainable content on pro-environmental and pro-social habits, affecting sustainable consumption behaviors. It is concluded that exposure to sustainability content on social media positively influences sustainable consumption behaviors in Generations X, Y and Z, with Generation X playing an important mediating role in this process.

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A Generational Comparison of the Influence of Social Media on Sustainable Consumer Behavior

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