Consumer Behavior

Social Influences and Social Media Engagement Effects on Eco-Friendly Behaviors in Gen Y & Z: Moderating Effects of Personality

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Abstract

Recent research shows that Millennials and Generation Z consumers are most likely to make purchase decisions based on personal, social and environmental principles and values. Further, almost half of Gen Y report engagement with social media prompted them to overspend to impress those in their networks, suggesting a degree of social signaling taking place online. For this study, we identified two social influences as factors for eco-friendly behaviors: normative and informative susceptibilities, as well as incorporating personality traits to analyze eco-friendly behaviors in female consumers. Process data analysis showed normative and informative susceptibilities increased social media engagement. Social media engagement also had a positive influence on eco-friendly behaviors, as well as mediating the effects of normative and informative susceptibilities on eco-friendly behaviors. Among personality traits, only extraversion and conscientiousness were significant moderators in relationships with eco-friendly behaviors.

Keywords: Sustainability, Gen Y, Gen Z, Personality

How to Cite:

Harmon, J. & Lee, J., (2022) “Social Influences and Social Media Engagement Effects on Eco-Friendly Behaviors in Gen Y & Z: Moderating Effects of Personality”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15888