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Impact of Social Media Usage Factors on Green Choice Behavior Based on Technology Acceptance Model

Aindrila Biswas
Department of Management Studies, National Institute of Technology Durgapur, India
Abstract—This study applies the theory of Technology acceptance model to adjudicate the impact of social media usage factors on green choice behavior subjected to different level of social media usage perceptions. It tries to assess how different level of perceived ease-of-use or perceived usefulness or perceived feeling from usage influence the impact of advertisements through social media, blogs, peer opinion via social networking or news and product updates in tilting consumers’ towards making green purchase decisions. Binary logistic regression analysis, one – way MANOVA and factor analysis were used for data analysis collected through questionnaire survey. Results indicate that impact of social media factors positively influences consumers’ green choice behavior. The interaction among level of perceived ease-of-use or perceived usefulness or perceived feelings positively influences the impact of social media factors. This study enumerates the role of consumers’ in discharging environmental responsibility by emphasizing green consumption when being exposed to social media impact factors.

Index Terms—social media, green products, perceived ease-of-use, perceived usefulness, perceived feelings

Cite: Aindrila Biswas, "Impact of Social Media Usage Factors on Green Choice Behavior Based on Technology Acceptance Model," Journal of Advanced Management Science, Vol. 4, No. 2, pp. 92-97, March 2016. doi: 10.12720/joams.4.2.92-97
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