Investigating consumers’ perception of green consumption– a netnography approach

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.