The Role of Technology as a Mediator in Responsible Consumption

This study investigates the role of technology, specifically mobile applications and social media platforms, in promoting the sustainability image of products and encouraging responsible consumption among consumers. We develop and validate a new conceptual model emphasizing the importance of message popularity and authenticity. Our findings reveal that technology-mediated communication can enhance consumer trust and reinforce perceptions of product sustainability, ultimately leading to more responsible purchasing behaviors. Practical implications suggest that mobile app developers and social media managers should strategically highlight popularity and authenticity cues to strengthen sustainability messaging. Although limited by its sample scope and cross-sectional design, the study opens promising avenues for future research across different industries and cultural contexts. This research advances theoretical understanding and offers valuable managerial insights into leveraging technology to foster sustainable consumer behavior.