Participation in Online Social Network Groups as a Driver of Sustainable Behaviour

Objective: The study investigates the relationship between engagement in two large English-language online communities on Facebook and Reddit dedicated to sharing green-living tips and promoting sustainable behaviour among their members. Research Design & Methods: The proposed conceptual framework assumes that the impact of social media engagement on sustainable behaviour change is mediated by intrinsic and extrinsic motives for sustainable behaviour, as well as moderated by homophily (reflecting perceived similarity between an individual and other group members). The model also accounts for time as a social group member and personal characteristics of respondents, including gender, age, income and education. The statistical methods involved structural equation modelling with SmartPLS. Findings: The findings indicate that participation in online communities leads to favourable changes in attitudes and behavioural patterns. The strength of this association is positively moderated by homophily. Females and research participants who were younger and more affluent reported greater numbers of changes in their behaviour. Implications / Recommendations: The outcomes of this study can help NGOs, businesses maintaining online brand communities and government policymakers understand how to successfully promote sustainable behaviour through measures aimed at relationship building. Contribution: This research adds to the theory of marketing communication extending the knowledge about the role of social media in influencing consumer behaviour.