Investigating consumers’ perception of green consumption– a netnography approach

Xiuli Guo*, Eileen Conlan, Muzammal Khan

*Corresponding author for this work

Research output: Contribution to conferencePaper


Although theoretical relationships and new constructs have been examined to explore and understand green consumption, little attention has been paid to exploring consumers’ discussions of green consumption on social media platforms. This study adopts netnography as a novel qualitative approach to explore this phenomenon thoroughly on Facebook. The findings will further extend the knowledge of green consumption, its delineations and nature, and the drivers to it as well as providing managerial implications for marketers and policy makers to have a better understanding of consumers’ green consumption from the point view of consumers.
Original languageEnglish
Publication statusAccepted/In press - 4 Apr 2024
EventAcademy of Marketing Conference 2024: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit - Cardiff University, Cardiff, United Kingdom
Duration: 1 Jul 20244 Jul 2024


ConferenceAcademy of Marketing Conference 2024
Country/TerritoryUnited Kingdom
Internet address


  • green consumption
  • consumer perception
  • netnography
  • social media
  • Facebook group


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