The Effect Of Social Media (Paid, Earned, Owned) On Consumer Green Purchase Behaviour In Chinese Market : A Quantitative Research

Abstract: Background As people become more aware of environmental protection, green purchasing has gradually become a trend among consumers. Social media, as an emerging marketing approach, has also started to gain more and more companies' attention and application. Therefore, this study will explore the relationship between different types of social media and green purchasing behaviour. Purpose The aim of this paper is to explain how social media marketing (Owned Media, Earned Media and Paid Media) affects consumer' green purchasing behaviour in Chinese market. Methodology This study is based on positivism, and the researchers conducted the study through a quantitative research approach by developing a quantifiable online questionnaire and placing it on different social media platforms. The respondents of this study were in the age range of 18 to 39 years old, and they were highly followers of social media. Finally the researchers collected 264 effective questionnaires and entered them into SPSS and analyzed the data through descriptive and multiple regression analyses, KMO tests and Cronbach's Alphas. Findings The different types of social media marketing (Owned Media, Earned Media, and Paid Media) have a positive impact on Chinese consumers' green purchasing behaviour.