The role of social media use in closing the attitude-behaviour gap: evaluating Facebook and Instagram users

Purpose This study aims to investigate the extent of the green gap in the context of zero waste behaviours and whether social media usage of Facebook and Instagram users moderates the relationship between their intended and actual zero waste behaviours, thus contributing to closing this gap. Design/methodology/approach A cross-sectional study was conducted among South African adults, using an online self-administered questionnaire made available via a paid advertisement on social media platforms. The 447 resulting responses underwent structural equation modelling and multi-group confirmatory factor analysis. Findings The findings show significant and positive relationships between attitude and intention, and between intention and behaviour for both Facebook and Instagram users and a narrower green gap than in previous studies in similar contexts. Furthermore, Facebook usage moderates the relationship between zero waste intentions and behaviour, in that the zero waste behaviour is stronger when the level of Facebook usage is higher, which is not the case for Instagram usage. Originality/value This study contributes mainly to understanding the extent of the green gap in the context of zero waste behaviours, and the role of social media in bridging this gap. The findings contribute to creating targeted zero waste marketing strategies for different social media platforms and for different groups on these platforms. The findings also guide businesses in encouraging consumers to minimise their waste, which benefits governments and society.