How Does the Interactivity of Social Media Affect the Adoption of New Green Products?

In the era of mobile internet, newsfeed advertising, which is most applicable to consumption scenarios that involve mobile devices, has become a core driving force in advertising. The rapid advancement of technology with respect to newsfeed advertising has not only reshaped the green consumption sec...

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Autores principales:	Xin Cao, Xitong Wu, Xiaozhi Huang
Formato:	article
Lenguaje:	EN
Publicado:	Frontiers Media S.A. 2021
Materias:	green newsfeed advertising sociality receptivity to green advertising green involvement adoption of new green products Psychology BF1-990
Acceso en línea:	https://doaj.org/article/ed1627faf3fc440d8000bff8cc3703ff
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spelling	oai:doaj.org-article:ed1627faf3fc440d8000bff8cc3703ff2021-11-30T23:06:01ZHow Does the Interactivity of Social Media Affect the Adoption of New Green Products?1664-107810.3389/fpsyg.2021.786372https://doaj.org/article/ed1627faf3fc440d8000bff8cc3703ff2021-11-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fpsyg.2021.786372/fullhttps://doaj.org/toc/1664-1078In the era of mobile internet, newsfeed advertising, which is most applicable to consumption scenarios that involve mobile devices, has become a core driving force in advertising. The rapid advancement of technology with respect to newsfeed advertising has not only reshaped the green consumption sector but has also had significant impacts on consumer psychology and behavior. When faced with highly social green newsfeed advertising, consumers are receptive to different degrees, which ultimately affects their receptivity to new green products. Through an experiment and a questionnaire, we find the following: (1) Consumers prefer new green products advertised through high-sociality green newsfeed advertisements more than those advertised with low-sociality ads. (2) Receptivity to green advertising can mediate the impact of the sociality of newsfeed advertising on consumer adoption of new green products. (3) The aforementioned direct effect and mediating effect are also affected by consumers’ green involvement. Our paper has both theoretical and practical significance; that is, we contribute to the research on the impacts of the sociality of green advertising on the psychological mechanisms underlying consumer adoption of new green products. Additionally, we provide managerial recommendations for the future development of green newsfeed advertising and for improvements in consumer impressions of green consumption.Xin CaoXin CaoXitong WuXiaozhi HuangFrontiers Media S.A.articlegreen newsfeed advertisingsocialityreceptivity to green advertisinggreen involvementadoption of new green productsPsychologyBF1-990ENFrontiers in Psychology, Vol 12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	green newsfeed advertising sociality receptivity to green advertising green involvement adoption of new green products Psychology BF1-990
spellingShingle	green newsfeed advertising sociality receptivity to green advertising green involvement adoption of new green products Psychology BF1-990 Xin Cao Xin Cao Xitong Wu Xiaozhi Huang How Does the Interactivity of Social Media Affect the Adoption of New Green Products?
description	In the era of mobile internet, newsfeed advertising, which is most applicable to consumption scenarios that involve mobile devices, has become a core driving force in advertising. The rapid advancement of technology with respect to newsfeed advertising has not only reshaped the green consumption sector but has also had significant impacts on consumer psychology and behavior. When faced with highly social green newsfeed advertising, consumers are receptive to different degrees, which ultimately affects their receptivity to new green products. Through an experiment and a questionnaire, we find the following: (1) Consumers prefer new green products advertised through high-sociality green newsfeed advertisements more than those advertised with low-sociality ads. (2) Receptivity to green advertising can mediate the impact of the sociality of newsfeed advertising on consumer adoption of new green products. (3) The aforementioned direct effect and mediating effect are also affected by consumers’ green involvement. Our paper has both theoretical and practical significance; that is, we contribute to the research on the impacts of the sociality of green advertising on the psychological mechanisms underlying consumer adoption of new green products. Additionally, we provide managerial recommendations for the future development of green newsfeed advertising and for improvements in consumer impressions of green consumption.
format	article
author	Xin Cao Xin Cao Xitong Wu Xiaozhi Huang
author_facet	Xin Cao Xin Cao Xitong Wu Xiaozhi Huang
author_sort	Xin Cao
title	How Does the Interactivity of Social Media Affect the Adoption of New Green Products?
title_short	How Does the Interactivity of Social Media Affect the Adoption of New Green Products?
title_full	How Does the Interactivity of Social Media Affect the Adoption of New Green Products?
title_fullStr	How Does the Interactivity of Social Media Affect the Adoption of New Green Products?
title_full_unstemmed	How Does the Interactivity of Social Media Affect the Adoption of New Green Products?
title_sort	how does the interactivity of social media affect the adoption of new green products?
publisher	Frontiers Media S.A.
publishDate	2021
url	https://doaj.org/article/ed1627faf3fc440d8000bff8cc3703ff
work_keys_str_mv	AT xincao howdoestheinteractivityofsocialmediaaffecttheadoptionofnewgreenproducts AT xincao howdoestheinteractivityofsocialmediaaffecttheadoptionofnewgreenproducts AT xitongwu howdoestheinteractivityofsocialmediaaffecttheadoptionofnewgreenproducts AT xiaozhihuang howdoestheinteractivityofsocialmediaaffecttheadoptionofnewgreenproducts
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How Does the Interactivity of Social Media Affect the Adoption of New Green Products?

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