Social media content as a catalyst in zero-waste consumption: the multiple mediation analysis using the GFT and SOR model

Purpose This study aims to investigate the impact of social media content on consumers’ intention to purchase zero-waste (ZW) products. Design/methodology/approach The final analysis was performed on 549 ZW handle Instagram followers. Exploratory factor analysis ( n = 205) was conducted to refine the scale used. Confirmatory factor analysis ( n = 344) was applied in SPSS AMOS 21 to investigate the validity and reliability of the constructs. Structural equation modeling evaluated the hypothesized model and the suggested relationships among variables. The bootstrapping approach investigated the mediating relationship of goal-framing theory (GFT) between social media content and ZW purchase intention. Findings The outcome reveals that content posted on social media positively influences consumers’ gain motivation, normative motivation and purchase intention. In contrast, its direct effect on hedonic motivation was insignificant. The elements of GFT demonstrated a significant mediating relation between social media content and intent to purchase ZW products. Originality/value This study investigates the function of social media content as a stimulus and further explores the mediating role of motivational factors.