Social Media Information Sharing: Is It a Catalyst for Green Consumption among Gen X and Gen Y Cohorts?

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

The paper Social Media Information Sharing: Is it a Catalyst for Green Consumption among Gen X and Gen Y Cohorts? explores social media impact on green consumption in India, focusing on Generations X and Y. The study's mixed-methods are used,  and standard analysis is done.

1. The introduction is very long. It needs to be made shorter and more concise, and the parts can be sent to the literature review. The reveiw could include more recent studies and explain the background, such as .(2024). Institutional investor ESG activism and exploratory green innovation: Unpacking the heterogeneous responses of family firms across intergenerational contexts. The British Accounting Review. 

(2023). Has China's low-carbon strategy pushed forward the digital transformation of manufacturing enterprises? Evidence from the low-carbon city pilot policy. Environmental Impact Assessment Review, 102,

(2024). Enterprise pollution reduction through digital transformation? Evidence from Chinese manufacturing   2. Clariify the operationalization of constructs like PER and social media information sharing (SMIS). The sample's representativeness within India also can be detailed.

3. The qualitative analysis should include more respondent quotes and enrich findings if the qualitative componenet is significant. However it can be excluded from the paper.

4. The figure needs to be more clear. 

5. The discussion should critically analyze non-significant findings about PER, and the implications section could offer actionable recommendations for marketers and policymakers enterprises. 

Comments on the Quality of English Language

improve it by further editing and proofreading

Author Response

Manuscript ID: Sustainability-3022979
Title: Social Media Information Sharing: Is it a Catalyst for Green Consumption among Gen X and Gen Y Cohorts?

 

Dear Reviewer,

 

Greetings!

 

Thank you very much for your decision to give us a chance to revise and resubmit our paper. Thanks very much for going through our paper and giving comments. We have responded to your comments below and revised the manuscript accordingly. Our responses are in standard font while your comments are in bold. Changes in the manuscript are in blue font.

 

We hope it is acceptable now. Thanks once again.

 

Sincerely yours,

Authors

 

Responses to Reviewer 1

• The paper Social Media Information Sharing: Is it a Catalyst for Green Consumption among Gen X and Gen Y Cohorts? explores social media impact on green consumption in India, focusing on Generations X and Y. The study's mixed methods are used, and standard analysis is done.

Thank you for your comments.

• The introduction is very long. It needs to be made shorter and more concise, and the parts can be sent to the literature review.

We are sorry about this. We made the introduction more concise and presented it below for your reference. This is available on pages 01-05 of the revised manuscript.

“1. Introduction

Members of a generational cohort have distinct beliefs, values, and attitudes [1] that shape their behavior. Diprose et al. [2] stated that each generation possesses unique values and characteristics regarding consumption behavior. Understanding these disparities among cohorts could be helpful for marketers in effectively positioning products and services in their respective segments [3]. Individual consumption patterns have significantly changed in recent years due to a greater emphasis on environmental concerns, leading to green consumerism [4]. Surprisingly, extant research [5–7] has focused largely on the green consumption patterns of Generation Z (born between 1996 and 2007). Our literature streaming has recognized that there is a dearth of research studies linking the Generation X (Gen X born between 1956 and 1980) and Generation Y (Gen Y born between 1981 and 1995) cohorts on Green Buying Behavior (GBB). Our study aims to fill this void in the literature. Further, our research purposively excludes the Generation Z cohort (hereafter Gen Z), and this cohort group consists of mainly students [8], who possess marginal buying power due to inadequate financial capacity. Therefore, we focus on Gen X and Gen Y.

Prior studies largely focused on generational cohorts of Western countries (from the USA and Europe), whereas our study is performed in the Indian context. More importantly, India has a diverse and complex culture with a multitude of languages, customs, religions, and practices [9]. Also, India is now the world's most populous country, the fifth-largest economy [10], and has a strong consumer base with purchasing power that is on par with the United States and China [11]. Therefore, performing research on the green consumption patterns of Gen X and Gen Y cohorts in the Indian context could be of paramount importance to academia and practitioners, and our research aims to do the same. 

Moslehpour et al. [12] found that Gen Y consumers have favorable attitudes toward green packaging, and awareness of green marketing exerts the most substantial influence on purchasing intentions. Interestingly studies reported that the conversion of such purchase intentions into actual purchases is not always evident in the green purchase context [13]. Therefore, employing “purchase behavior” rather than “purchase intention” looks more logical [14], and thus our study employed GBB. There are only a few studies to our knowledge that have tested the relationship between generational cohorts and GBB for Gen Y and Gen Z cohorts. Dilotsotlhe [15] reported that attitudes, subjective norms, and perceived behavioral control positively influence GBB for Gen Y consumers. Osarodion Ogiemwonyi [16] found that green environmental awareness, green product trust, green product value, green price sensitivity, and green behavioral control positively influence the GBB of Gen Y cohorts. Casalegno et al. [17] found in their recent study that age influences green product choices, whereas perceived communication effectiveness and environmental concerns determine GBB. While this study bears some similarities to ours, there are notable distinctions. We examine a direct correlation between Gen X and Y and GBB. Additionally, we consider Social Media Information Sharing (SMIS) and Perceived Environmental Responsibility (PER) as moderators and mediators between generational cohorts and GBB. Moreover, the study was performed in India.

Social media plays a key role in creating green awareness. Consumers may tend to visit social media platforms to share their personal experiences, opinions, and knowledge with potential audiences, thereby influencing eco-friendly behaviors [18]. Panopoulos et al. [19] suggest that individuals' concerns about the environment, along with user-generated content on social media platforms and eco-labeling, can significantly influence the green purchase intentions of Gen Z consumers. Further, Agrawal [20] revealed that Gen Y cohorts consider the shopping experiences shared on social media by their peer group to help their buying decisions, and Gen Z gives importance to the reviews and ratings available on social media before making a purchase. Furthermore, Sun and Xing [21] demonstrated that sharing information on social media positively influences Gen Z's purchase intention. The growing importance of individuals’ perceived responsibility to protect the environment has led to a significant rise in environmentally friendly consumer attitudes and behaviors among consumers [22]. Čapienė et al. [23] found that perceived responsibility is the most important internal factor that positively influences consumers’ sustainable consumption. Similarly, Zhao and An [24] empirically found that Gen Z cohorts in China have stronger sustainable purchase intentions in light of corporate environmental responsibility behaviors. Surprisingly, the direct relationship between PER and GBB reveals inconsistent results in the literature, with positive [23] and non-significant [25] findings and our study can validate them.

Although studies have tested the direct effect between generational cohorts and buying behavior [9,26,27], it will be interesting to examine the moderating influence of SMIS between Gen X and Gen Y cohorts and GBB. Social media exposure among cohorts can vary their influence on purchase behavior; thus, there is evidence that social media enhances GBB. Still, there is no study so far that has tested the moderating role of SMIS between generational cohorts and GBB. This is an important contribution to our study. Similarly, PER can also moderate the link between generational cohorts and GBB, as the environmental responsibility of individuals can alter the relationship between generational cohorts and GBB. To our knowledge, our study is the first to examine PER as a moderator on the link between generational cohorts and GBB, marking another significant contribution. Therefore, we pose the following as our first research question (RQ).

RQ1: Can the level of SMIS and PER vary across cohorts and alter the Gen X and Gen Y- GBB relationship?

If social media exposure boosts green product sales, then it is a viable option for firms to focus exclusively on social media. Therefore, social media has the potential to impact the GBB, making it a crucial tool for both marketers and academics. Examining the mediating effect of SMIS will be intriguing, as it exposes cohorts who log into social media to content about green products, potentially motivating them to buy them. This is another contribution to our study. Likewise, PER can mediate the link between generational cohorts and GBB. The cohort members, when exposed to content associated with green products, can trigger the purchase of green products due to PER. Therefore, our study introduces a second research question.

RQ2: Do the generational cohorts develop GBB through social media exposure and perceived environmental responsibilities?

The level of social media exposure varies among cohorts, and thus it will be intriguing to understand the mediating role of SMIS. Further, there is a call for such studies; Ivanova et al. [28] have pointed out the need for further investigation into the role of social media in promoting responsible consumption behaviors among cohorts. The results reveal that Gen X influences the GBB and SMIS to moderate (and mediate) the link between X and Y. To our surprise, the results showed that PER was neither a mediator nor a moderator. To probe further into these non-significant relationships, we conducted qualitative research.

 

2. The review could include more recent studies and explain the background, such as .(2024). Institutional investor ESG activism and exploratory green innovation: Unpacking the heterogeneous responses of family firms across intergenerational contexts. The British Accounting Review (2023).

Has China's low-carbon strategy pushed forward the digital transformation of manufacturing enterprises? Evidence from the low-carbon city pilot policy. Environmental Impact Assessment Review, 102, (2024).

Enterprise pollution reduction through digital transformation? Evidence from Chinese manufacturing

Thank you. We included the papers mentioned above in our revised manuscript (Wu et al., 2024; Zhao et al., 2023; Zhao et al., 2024), and it is available in the “Limitations and Future Research Directions” section. We give below for your reference.

“Consumer product firms' role in promoting pollution reduction will be a key future research agenda, and it can help increase product adoption among cohorts. We present a few examples below, and future research can conduct similar studies. Environmental, social, and governance (ESG) activism influences exploratory green innovation in family-owned firms, and the influence is greater for second-generation family firms [102]. The effect of digital transformation on city decarbonization varies depending on the heterogeneity of companies, regions, and sectors [103], and digital transformation significantly promotes firm pollution reduction [104].”

 

References:

138. Wu, B.; Chen, F.; Li, L.; Xu, L.; Liu, Z.; Wu, Y. Institutional Investor ESG Activism and Exploratory Green Innovation: Unpacking the Heterogeneous Responses of Family Firms across Intergenerational Contexts. Br. Account. Rev. 2024, doi:10.1016/j.bar.2024.101324.
139. Zhao, S.; Zhang, L.; An, H.; Peng, L.; Zhou, H.; Hu, F. Has China’s Low-Carbon Strategy Pushed Forward the Digital Transformation of Manufacturing Enterprises? Evidence from the Low-Carbon City Pilot Policy. Environ. Impact Assess. Rev. 2023, 102, 107184, doi:https://doi.org/10.1016/j.eiar.2023.107184.
140. Zhao, S.; Zhang, L.; Peng, L.; Zhou, H.; Hu, F. Enterprise Pollution Reduction through Digital Transformation? Evidence from Chinese Manufacturing Enterprises. Technol. Soc. 2024, 77, 102520, doi:https://doi.org/10.1016/j.techsoc.2024.102520

 

• The sample's representativeness within India also can be detailed.

We have now written regarding the sample’s representatives in our revised manuscript. This is available on page 12 of our revised manuscript. 

“The representativeness of our chosen sample was ensured by performing a nonparametric chi-square test (χ2) between generational cohorts and gender (p-value = 0.815), education (p-value = 0.769), and occupation (p-value = 0.360). These results suggest that the selected sample shows representativeness. Also, we looked at the percentage of Gen X and Gen Y in the population (Lissitsa & Kol, 2016) and compared it to the samples we chose. The results showed that the samples were mostly made up of the same people, which suggests that the samples were representative.”

• Clarify the operationalization of constructs like PER and social media information sharing (SMIS).

We now provide a new section “Measures” for the operationalization of the constructs used in our study. We presented below for your reference.

“3.1 Measures

This study borrowed reflective scales from the literature. Green buying behavior (GBB) was measured using a five-item scale taken from the research of Paço et al. [1]. The study by Lee [2] provided the items for measuring the perceived environmental responsibility (PER) construct, which Mark and Law [3] also used. We adopted three items from Sun and Xing's [4] study to measure social media information sharing (SMIS). We measured all the scales using a five-point Likert scale (1 = strongly disagree and 5 = strongly agree).”

• The qualitative analysis should include more respondent quotes and enrich findings if the qualitative component is significant. However, it can be excluded from the

 

Thank you. We now changed the qualitative analysis and included more respondents' quotes that enrich the findings. We give below for your reference and available on pages 19 to 25 of our revised manuscript.

3.2 Study 2: Qualitative Study

The follow-up qualitative study aimed to elaborate on the results of the quantitative study and gain a deeper understanding of how perceived environmental responsibility and social media information sharing influence green buying behavior among Gen X and Gen Y cohorts. Some unexpected findings in our quantitative study have prompted exploration through qualitative research.

3.2.1 Data Collection

We gathered qualitative data via semi-structured, in-depth interviews with 60 respondents using a purposive sampling approach [106]. We propose a screening question to identify suitable respondents. We asked screening questions to determine whether respondents belong to Gen X or Y, and we will not entertain any outsiders. A few experts developed and vetted open-ended questions to elicit information during in-depth interviews. The study conducted interviews between June and July 2023, a period of two months, with 60 respondents (30 each from Gen X and Y). Two bilingual experts, well-versed in both English and local languages, conducted interviews in vernacular languages and converted the interview transcripts to English using a back-to-back translation [107]. The questionnaire for in-depth interviews is presented in Table 5.

Table 5 In-depth Interview Questions about Green Products

(The interviewer gave a brief description of green products at the beginning of the interview).

Interview Questions	Corresponding probes
1. Please introduce yourself.	How old are you? Are you currently employed/job title? Industry are you working and job experience?
2. Your belief about green products?	Do you buy green products? And types How long have you been purchasing? Why switch to green products from conventional ones? Your opinion about the availability and affordability of green products?
3. Please describe how your sense of responsibility towards the environment in purchasing green products.	Are you concerned about the environment? Benefits of your efforts to protect the environment? Can you give examples of your effort? Is environmental protection a driving factor? The importance of companies practicing sustainability? The workplace and your community support role in buying green products?
4. The role of social media in buying green products.	What social media platforms do you prefer? Do you come across posts related to environmental crises on social media? Do you engage with posts related to green products by liking, commenting, or sharing? Have you encountered posts specifically promoting green products? Do you purchase green products been influenced by social media platforms? Social media provides sufficient information about green products. Share information obtained from social media with your friends.  Do you engage in discussions about green products through the social media platforms?

 

 

We informed the participants about the study's purpose and goals, and we explained what green products are. The NVIVO software systematized, condensed, and sorted the interview transcripts into preliminary categories, and then coded them using content analysis. We have employed content analysis to examine and describe the interview data [108]. We identified the interview transcripts with participant identification numbers and redacted other identifiable information [109]. We derived a coding framework based on our prior research questions. Each transcript was encoded by the primary coder. Fellow researchers have reviewed and analyzed the interview transcripts to ensure the material's confirmability [110]. We then used an iterative process of decontextualization and recontextualization to analyze the coded dataset and extract its meaning [111]. The questionnaire for the in-depth interview is available in the appendix.

 

3.2.2 Results of qualitative study

We conducted interviews with both Gen X and Gen Y consumers to understand their green purchasing habits and the motivations behind these choices. Initially, we analyzed the transcripts from Gen X consumers. It was clear that they prioritized purchasing green products, largely driven by health concerns related to aging. Many have experienced health issues due to environmental degradation, prompting them to purchase green products, particularly organic food. Interviewee 47 echoes this sentiment as she shares her health motivations:

"I strive for a healthy lifestyle, and eating organic food products has improved my health." Additionally, I drive an electric car because I suffered from asthma for the past 15 years, and my doctor attributed it to pollution. "By using green products, I am making a small contribution to reducing pollution."

Furthermore, Gen X consumers expressed a strong sense of responsibility towards future generations. They are acutely aware of the environmental challenges and feel compelled to make sustainable choices to ensure a better world for their future generations. Interviewee 23 expressed this concern, saying,

"We've been abusing our environment for quite some time, knowingly or unknowingly. I'm worried about whether we'll leave a clean and sustainable world for our children. While I cannot halt environmental degradation completely, I believe we can at least try to preserve the environment for a better future by consuming green products. I'm hopeful for positive change in the coming years."

In similar lines, Interviewee 11 also expressed, “For the past two to three years, I have switched from using conventional cooking oil to marasekku oil (cold-pressed oil from natural nuts, vegetables, or seeds, using an age-old mill called “chekku” in local language). The chekku or oil mill is close to my house  .… I prefer to buy such green products because I always believe in protecting nature, which will protect our family's health and future generations….

Furthermore, among Gen X consumers, there is a discernible trend toward green products, apart from organic food. This includes adopting eco-friendly household items, such as biodegradable cleaning supplies and recycled paper products. This holistic approach reflects their commitment to minimizing impact on the environment in various ways, aiming for a sustainable lifestyle that aligns with their values of conservation and responsible consumption. For instance, Interviewee 58 remarked:

"I've noticed that my priorities have shifted over the years. It's not just organic food; I'm trying to use green products in every aspect of my life. For instance, I've switched to using eco-friendly household products like biodegradable cleaning supplies, garbage, and recycled paper products. I believe that every little bit helps when it comes to reducing our environmental footprint.

Examining the transcripts from the Gen Y cohort reveals that these consumers gravitate towards green products that provide uniqueness and style. Interviewee 6 highlighted their inclination towards innovative and eco-friendly products.

 “……. I have a 6-month baby. Recently, when I visited a shop, I found a bamboo diaper that is both healthy for the baby and the environment. Such unique and innovative products are very attractive to buy, and I also recommend them to my friends……”

 Likewise, Interviewee 13 echoed a similar sentiment, stating, "I always prefer to buy unique products. One such product I came across is the vetiver (perennial grass of  India) slippers. I have been using it for the past two months. It feels very good for my heel and also good for the environment to use such eco-friendly products….”

 In exploring the perspectives of Gen Y consumers, it becomes clear that many feel dissatisfied with the limited assortments of green products available to them. A majority of respondents, voiced concerns about the inadequate variety when it comes to environmentally friendly options. For instance, there is frustration over the sparse availability of brands manufacturing electric vehicles, which restricts choices for consumers interested in reducing their environmental impact. Furthermore, many people perceive some green products, like solar panels and organic items, as expensive and not widely commercialized, rendering them inaccessible. This scarcity poses a significant challenge for Gen Y consumers striving to make sustainable purchasing decisions amidst the current market landscape. Thus Interviewee 29 echoed these concerns, highlighting the dissatisfaction among Gen Y consumers with the limited availability of green products stating that,

"… My friends, the majority of them, feel that they don’t have enough green brand choices to choose from. For example, if I want to buy an electric vehicle, there are only a few brands available, so making a choice becomes difficult. Additionally, certain environmentally friendly products are not readily available. For instance, solar panels come at a high cost and are not widely commercialized. There are only a few brands available for green products, which makes it difficult for us to choose or purchase them if their availability is limited.

 

 In terms of perceived environmental responsibility, both Gen X and Gen Y individuals confirm their concerns about the environment and take steps to mitigate environmental impact. However, this commitment to environmental consciousness often does not translate into consistent purchasing behaviors for green products. For instance, Gen X interviewee 34 (a housewife) highlighted her effort to support the environment:

 

"I am a housewife, so I don't get out much to contribute to the environment beyond my home. That's why I started doing home gardening and using organic manure from my vegetable waste..... Yes, I acknowledge there are organic products available in stores. But when it comes to buying them, I'm unsure if they're truly organic…….. We are unaware of their natural growth methods or their source. At home, our gardening practices are environment-friendly, because we use vegetable waste for producing organic manure."

 

This quote illustrates the skepticism surrounding commercial organic products. The preference is given to homemade organic foods over those commercially available in the shop.

Similarly, Interviewee 57, who is currently serving as the president of an apartment complex, reflected:

 

"I've taken the initiative to plant trees in our vicinity to contribute positively to the environment. ……….. I have doubts about the organic brands available on the market. Products packaged in stores don't instil confidence in their organic claims. Instead, I prefer purchasing from vendors who grow vegetables in their backyards. This way, I can ensure the authenticity of the products I buy."

 

Similarly, Gen Y individuals also express skepticism about the authenticity and reliability of green products. For example, interviewee 4 stated:

“…if I find any plastics on the ground or seashore, I don't shy away from picking them up and putting them in the proper dust bin, and I contribute this way to the environment rather than buying green products, of which I don’t know whether they are organic and chemical-friendly…….”.

 Additionally, interviewee 19 reflected on the environmental impact of their purchasing decisions.

"You could say I'm purchasing and charging an electric car, which increases my electricity consumption. However, in India, electricity primarily comes from thermal or nuclear power, which still pollutes the environment. Unless there's a widespread shift to renewable energy sources, purchasing these items doesn't make much of a difference."

These perspectives from both Gen X and Gen Y individuals show that they prefer to act in a responsible way to protect the environment rather than purchasing organic or green products. 

Social media has significantly influenced the purchasing behavior of Gen X and Y consumers for green products. 

For Gen X, platforms like Facebook have become beneficial sources of information and trust-building regarding organic and environmentally friendly products. Many Gen X consumers rely on social media to learn about and verify the authenticity of green products before making a purchase. For example, one Gen X interviewee (Interviewee 51) stated,

“…through these social media platforms, especially Facebook, we got to know more information about organic soaps and washing powders. The Facebook page provides comprehensive information about these organic products, ensuring our trustworthiness. Additionally, my family has been using these products for the past five years. (Interviewee 51).

 

Similarly, another interviewee (Interviewee 48) noted, "I became aware of organic food products solely through social media……….. I follow a Facebook page called Horticulture, which provides comprehensive information about these organic products. For the past two years, I've been purchasing vegetables and pulses from them via Facebook.”

 

 Gen Y consumers actively leverage social media platforms such as Instagram to share and discuss green products within their peer groups, contributing to a collective shift towards sustainable consumption. However, the level of engagement with social media varies among individuals, which can facilitate the purchase of green products. The qualitative analysis underscores the varying degrees of influence and engagement, illustrating the social media role in shaping the purchasing habits of green products among Gen Y.

For instance, one Gen Y respondent (Interviewee 16) highlighted the significant impact of social media on their purchasing behavior:

"I often share these posts about organic products with my friends on Instagram. As a group, we discuss the product's ingredients through Instagram messages and have recently shifted to sustainable hair and skin care products."

In contrast, another respondent (Interviewee 35) expressed a different perspective:

"…….. I don't buy green products unless they are somewhat branded; otherwise, I stick to conventional products……. I am on Facebook, but I am not very active and rarely browse it."

 

• The figure needs to be more clear. 

We worked on the two figures and hope it is of good quality now. We give below the two figures for your reference and incorporate them into our revised manuscript.

 

 

 

 

 

 

 

 

 

 

 

Figure 1 Hypothesized model

 

 

 

    Figure 2. The moderating effect of Social Media Information Sharing

• The discussion should critically analyze non-significant findings about PER, and the implications section could offer actionable recommendations for marketers' and policymakers' enterprises. 

The managerial implications section is now rewritten completely, and hope this provides actionable recommendations for marketers and policymakers. This portion is available on page 30 of our revised manuscript.

“6. Managerial Implication

“Our research suggests that social media is an important product promotion tool, and marketing managers should demand a higher budget for social media promotion among top management. The firms design and post regular advertisements about green products on prominent social media platforms, especially during festivals (e.g., Diwali, Christmas, and Ramadan) and holidays. The firms must focus on social media like Facebook, Instagram, and LinkedIn. The advertisement message should have environmental protection cues to draw the attention of Gen X and Y [136]. Delivering environmental protection messages packed with benefits, such as quantifying power savings, highlighting the advantages of sustainable foods, and emphasizing sustainable packaging, can significantly influence consumers' consumption decisions. Wherever possible, target your marketing communication separately for Gen X and Y. For instance, you may provide more price-conscious information to Gen X than to Gen Y. Similarly, educating Gen X customers about eco-benefit products can elevate the GBB level. Websites and blogs can stimulate discussions and debates among Gen-Y individuals. It's not just about promoting products on social media; potential customers can also benefit from information about a product's availability on these platforms. The results indicate that SMIS moderates and mediates the relationship between generational cohorts and GBB, making it a valuable variable for practitioners. Therefore, firms can develop online quizzes on SMIS and encourage individuals to participate, thereby evaluating the SMIS scores of Gen X and Y individuals. Designing a marketing campaign for individuals with SMIS scores above the mean allows for targeting potential customers. Influencer marketing is another effective and proven method to promote green products through social media. Our study's important finding is that PER does not influence GBB. The generational cohorts have PER but are not converting to a purchase decision. The latent stage of PER necessitates a trigger to transition into a behavior, and this trigger can manifest in various ways. We can design an effective advertisement to transform the latent stage into action. For example, a low-carbon-emitting computer advertisement can trigger a purchase.”

 

• Comments on the Quality of English Language improve it by further editing and proofreading

 

We have done the proofreading for our revised manuscript and hope it is at an acceptable level.

 

 

 

 

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24. Zhao, X.; An, H. Research on the Mechanism of Heterogeneous Corporate Environmental Responsibility in Z-Generation Consumers ’ Sustainable Purchase Intention. Sustainability (Switzerland) 2023, 15, 10318, doi:10.3390/su151310318.
25. Zheng, G.W.; Siddik, A.B.; Masukujjaman, M.; Alam, S.S.; Akter, A. Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude. Sustainability (Switzerland) 2021, 13, 1–27, doi:10.3390/su13010035.
26. Rahulan, M.; Troynikov, O.; Watson, C.; Janta, M.; Senner, V. Consumer Behavior of Generational Cohorts for Compression Sportswear. Journal of Fashion Marketing and Management 2015, 19, 87–104, doi:10.1108/JFMM-05-2013-0072.
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29. Wu, B.; Chen, F.; Li, L.; Xu, L.; Liu, Z.; Wu, Y. Institutional Investor ESG Activism and Exploratory Green Innovation: Unpacking the Heterogeneous Responses of Family Firms across Intergenerational Contexts. The British Accounting Review 2024, 101324, doi:https://doi.org/10.1016/j.bar.2024.101324.
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Author Response File: Author Response.pdf

Reviewer 2 Report

Comments and Suggestions for Authors

Dear authors,

Congratulations for the article entitled "Social Media Information Sharing: Is it a Catalyst for Green Consumption among Gen X and Gen Y Cohorts?" and for the research study carried out.

This is a current and pertinent study, with relevance and interest for the academic and business world. At the end, the authors present the contributions of the study and the managerial implications.

The conceptual model and hypotheses are duly presented and supported in the literature review. The authors use appropriate methodological and statistical procedures to test hypotheses.

However, I believe that the qualitative study carried out (interviews with 60 respondents) is not adequately explored in the article. In fact, the analysis of the interviews only appears (in an incipient way: only with part of the transcription of 4 interviewees) in the discussion of the data. There is no section for qualitative data analysis (the authors mention that they used NVIVO software, and content analysis) but this is not visible in the article.

Therefore, I recommend that authors carry out an analysis of qualitative data (content analysis), identify whether there are differences between generations "X" and "Y", and triangulate the data (qualitative and quantitative).

Good luck!!!

Author Response

Manuscript ID: Sustainability-3022979
Title: Social Media Information Sharing: Is it a Catalyst for Green Consumption among Gen X and Gen Y Cohorts?

 

Dear Reviewer,

 

Greetings!

 

Thank you very much for your decision to give us a chance to revise and resubmit our paper. Thanks very much for going through our paper and giving comments. We have responded to your comments below and revised the manuscript accordingly. Our responses are in standard font while your comments are in bold. Changes in the manuscript are in blue font.

 

We hope it is acceptable now. Thanks once again.

 

Sincerely yours,

Authors

Responses to Reviewer 2

Dear authors,

• Congratulations for the article entitled "Social Media Information Sharing: Is it a Catalyst for Green Consumption among Gen X and Gen Y Cohorts?" and for the research study carried out. This is a current and pertinent study, with relevance and interest for the academic and business world.

Thank you for your comments.

• At the end, the authors present the contributions of the study and the managerial implications.

Thank you

• The conceptual model and hypotheses are duly presented and supported in the literature review. The authors use appropriate methodological and statistical procedures to test hypotheses.

Thank you for your motivation.

• However, I believe that the qualitative study carried out (interviews with 60 respondents) is not adequately explored in the article. The analysis of the interviews only appears (in an incipient way: only with part of the transcription of 4 interviewees) in the discussion of the data. There is no section for qualitative data analysis (the authors mention that they used NVIVO software and content analysis) but this is not visible in the article.

 

We are sorry for this. The revised manuscript has included 60 respondents' transcripts and developed a separate section called “Qualitative study”. We give below for your reference. This is available on pages 19 to 25 of our revised manuscript.

3.2 Study 2: Qualitative Study

The follow-up qualitative study aimed to elaborate on the results of the quantitative study and gain a deeper understanding of how perceived environmental responsibility and social media information sharing influence green buying behavior among Gen X and Gen Y cohorts. Some unexpected findings in our quantitative study have prompted exploration through qualitative research.

3.2.1 Data Collection

We gathered qualitative data via semi-structured, in-depth interviews with 60 respondents using a purposive sampling approach [106]. We propose a screening question to identify suitable respondents. We asked screening questions to determine whether respondents belong to Gen X or Y, and we will not entertain any outsiders. A few experts developed and vetted open-ended questions to elicit information during in-depth interviews. The study conducted interviews between June and July 2023, a period of two months, with 60 respondents (30 each from Gen X and Y). Two bilingual experts, well-versed in both English and local languages, conducted interviews in vernacular languages and converted the interview transcripts to English using a back-to-back translation [107]. The questionnaire for in-depth interviews is presented in Table 5.

 

Table 5 In-depth Interview Questions about Green Products

(The interviewer gave a brief description of green products at the beginning of the interview).

Interview Questions	Corresponding probes
1. Please introduce yourself.	How old are you? Are you currently employed/job title? Industry are you working and job experience?
2. Your belief about green products?	Do you buy green products? And types How long have you been purchasing? Why switch to green products from conventional ones? Your opinion about the availability and affordability of green products?
3. Please describe how your sense of responsibility towards the environment in purchasing green products.	Are you concerned about the environment? Benefits of your efforts to protect the environment? Can you give examples of your effort? Is environmental protection a driving factor? The importance of companies practicing sustainability? The workplace and your community support role in buying green products?
4. The role of social media in buying green products.	What social media platforms do you prefer? Do you come across posts related to environmental crises on social media? Do you engage with posts related to green products by liking, commenting, or sharing? Have you encountered posts specifically promoting green products? Do you purchase green products been influenced by social media platforms? Social media provides sufficient information about green products. Share information obtained from social media with your friends.  Do you engage in discussions about green products through the social media platforms?

 

 

We informed the participants about the study's purpose and goals, and we explained what green products are. The NVIVO software systematized, condensed, and sorted the interview transcripts into preliminary categories, and then coded them using content analysis. We have employed content analysis to examine and describe the interview data [108]. We identified the interview transcripts with participant identification numbers and redacted other identifiable information [109]. We derived a coding framework based on our prior research questions. Each transcript was encoded by the primary coder. Fellow researchers have reviewed and analyzed the interview transcripts to ensure the material's confirmability [110]. We then used an iterative process of decontextualization and recontextualization to analyze the coded dataset and extract its meaning [111]. The questionnaire for the in-depth interview is available in the appendix.

3.2.2 Results of qualitative study

We conducted interviews with both Gen X and Gen Y consumers to understand their green purchasing habits and the motivations behind these choices. Initially, we analyzed the transcripts from Gen X consumers. It was clear that they prioritized purchasing green products, largely driven by health concerns related to aging. Many have experienced health issues due to environmental degradation, prompting them to purchase green products, particularly organic food. Interviewee 47 echoes this sentiment as she shares her health motivations:

"I strive for a healthy lifestyle, and eating organic food products has improved my health." Additionally, I drive an electric car because I suffered from asthma for the past 15 years, and my doctor attributed it to pollution. "By using green products, I am making a small contribution to reducing pollution."

Furthermore, Gen X consumers expressed a strong sense of responsibility towards future generations. They are acutely aware of the environmental challenges and feel compelled to make sustainable choices to ensure a better world for their future generations. Interviewee 23 expressed this concern, saying,

"We've been abusing our environment for quite some time, knowingly or unknowingly. I'm worried about whether we'll leave a clean and sustainable world for our children. While I cannot halt environmental degradation completely, I believe we can at least try to preserve the environment for a better future by consuming green products. I'm hopeful for positive change in the coming years."

In similar lines, Interviewee 11 also expressed, “For the past two to three years, I have switched from using conventional cooking oil to marasekku oil (cold-pressed oil from natural nuts, vegetables, or seeds, using an age-old mill called “chekku” in local language). The chekku or oil mill is close to my house.… I prefer to buy such green products because I always believe in protecting nature, which will protect our family's health and future generations….

Furthermore, among Gen X consumers, there is a discernible trend toward green products, apart from organic food. This includes adopting eco-friendly household items, such as biodegradable cleaning supplies and recycled paper products. This holistic approach reflects their commitment to minimizing impact on the environment in various ways, aiming for a sustainable lifestyle that aligns with their values of conservation and responsible consumption. For instance, Interviewee 58 remarked:

"I've noticed that my priorities have shifted over the years. It's not just organic food; I'm trying to use green products in every aspect of my life. For instance, I've switched to using eco-friendly household products like biodegradable cleaning supplies, garbage, and recycled paper products. I believe that every little bit helps when it comes to reducing our environmental footprint.

Examining the transcripts from the Gen Y cohort reveals that these consumers gravitate toward green products that provide uniqueness and style. Interviewee 6 highlighted their inclination towards innovative and eco-friendly products.

“…….I have a 6-month baby. Recently, when I visited a shop, I found a bamboo diaper that is both healthy for the baby and the environment. Such unique and innovative products are very attractive to buy, and I also recommend them to my friends……”

Likewise, Interviewee 13 echoed a similar sentiment, stating, "I always prefer to buy unique products. One such product I came across is the vetiver (perennial grass of  India) slippers. I have been using it for the past two months. It feels very good for my heel and also good for the environment to use such eco-friendly products….”

  In exploring the perspectives of Gen Y consumers, it becomes clear that many feel dissatisfied with the limited assortments of green products available to them. A majority of respondents, voiced concerns about the inadequate variety when it comes to environmentally friendly options. For instance, there is frustration over the sparse availability of brands manufacturing electric vehicles, which restricts choices for consumers interested in reducing their environmental impact. Furthermore, many people perceive some green products, like solar panels and organic items, as expensive and not widely commercialized, rendering them inaccessible. This scarcity poses a significant challenge for Gen Y consumers striving to make sustainable purchasing decisions amidst the current market landscape. Thus Interviewee 29 echoed these concerns, highlighting the dissatisfaction among Gen Y consumers with the limited availability of green products stating that,

"… My friends, the majority of them, feel that they don’t have enough green brand choices to choose from. For example, if I want to buy an electric vehicle, there are only a few brands available, so making a choice becomes difficult. Additionally, certain environmentally friendly products are not readily available. For instance, solar panels come at a high cost and are not widely commercialized. There are only a few brands available for green products, which makes it difficult for us to choose or purchase them if their availability is limited.

 

In terms of perceived environmental responsibility, both Gen X and Gen Y individuals confirm their concerns about the environment and take steps to mitigate environmental impact. However, this commitment to environmental consciousness often does not translate into consistent purchasing behaviors for green products. For instance, Gen X interviewee 34 (a housewife) highlighted her effort to support the environment:

 

"I am a housewife, so I don't get out much to contribute to the environment beyond my home. That's why I started doing home gardening and using organic manure from my vegetable waste..... Yes, I acknowledge there are organic products available in stores. But when it comes to buying them, I'm unsure if they're truly organic…….. We are unaware of their natural growth methods or their source. At home, our gardening practices are environment-friendly, because we use vegetable waste for producing organic manure."

 

This quote illustrates the skepticism surrounding commercial organic products. The preference is given to homemade organic foods over those commercially available in the shop. Similarly, Interviewee 57, who is currently serving as the president of an apartment complex, reflected:

 

"I've taken the initiative to plant trees in our vicinity to contribute positively to the environment. ……….. I have doubts about the organic brands available on the market. Products packaged in stores don't instill confidence in their organic claims. Instead, I prefer purchasing from vendors who grow vegetables in their backyards. This way, I can ensure the authenticity of the products I buy."

 

Similarly, Gen Y individuals also express skepticism about the authenticity and reliability of green products. For example, interviewee 4 stated:

“…if I find any plastics on the ground or seashore, I don't shy away from picking them up and putting them in the proper dust bin, and I contribute this way to the environment rather than buying green products, of which I don’t know whether they are organic and chemical-friendly…….”.

Additionally, interviewee 19 reflected on the environmental impact of their purchasing decisions.

"You could say I'm purchasing and charging an electric car, which increases my electricity consumption. However, in India, electricity primarily comes from thermal or nuclear power, which still pollutes the environment. Unless there's a widespread shift to renewable energy sources, purchasing these items doesn't make much of a difference."

These perspectives from both Gen X and Gen Y individuals show that they prefer to act in a responsible way to protect the environment rather than purchasing organic or green products. 

Social media has significantly influenced the purchasing behavior of Gen X and Y consumers for green products. 

For Gen X, platforms like Facebook have become beneficial sources of information and trust-building regarding organic and environmentally friendly products. Many Gen X consumers rely on social media to learn about and verify the authenticity of green products before making a purchase. For example, one Gen X interviewee (Interviewee 51) stated,

“…through these social media platforms, especially Facebook, we got to know more information about organic soaps and washing powders. The Facebook page provides comprehensive information about these organic products, ensuring our trustworthiness. Additionally, my family has been using these products for the past five years. (Interviewee 51).

 

Similarly, another interviewee (Interviewee 48) noted, "I became aware of organic food products solely through social media……….. I follow a Facebook page called Horticulture, which provides comprehensive information about these organic products. For the past two years, I've been purchasing vegetables and pulses from them via Facebook.”

 

Gen Y consumers actively leverage social media platforms such as Instagram to share and discuss green products within their peer groups, contributing to a collective shift towards sustainable consumption. However, the level of engagement with social media varies among individuals, which can facilitate the purchase of green products. The qualitative analysis underscores the varying degrees of influence and engagement, illustrating the social media role in shaping the purchasing habits of green products among Gen Y.

For instance, one Gen Y respondent (Interviewee 16) highlighted the significant impact of social media on their purchasing behavior:

"I often share these posts about organic products with my friends on Instagram. As a group, we discuss the product's ingredients through Instagram messages and have recently shifted to sustainable hair and skin care products."

In contrast, another respondent (Interviewee 35) expressed a different perspective:

"…….. I don't buy green products unless they are somewhat branded; otherwise, I stick to conventional products……. I am on Facebook, but I am not very active and rarely browse it."

 

• Therefore, I recommend that authors carry out an analysis of qualitative data (content analysis), identify whether there are differences between generations "X" and "Y", and triangulate the data (qualitative and quantitative). Good luck!!!

Thank you for your suggestion. We performed the qualitative data analysis and then the triangulation. We give below for your reference and it is available on pages 25 - 28 of our revised manuscript. Read the last portion in blue on “triangulation”.

“4. Discussion

This study addresses a few important research gaps in the sustainable consumption domain. Based on Sharma et al.'s [112] systematic review, which makes the point that cohort analysis is important for understanding green consumption, this study does the same by examining how different generations affect green buying habits in an emerging market like India. Given the effectiveness of cohort segmentation in targeting consumer markets, we emphasize the pressing need for nuanced insights into the GBB of Gen X and Gen Y cohorts. While existing literature often compares Gen X and Gen Y cohorts across domains such as ethical dilemmas, work values and beliefs, and online purchase behavior [93, 113, 114], there remains a dearth of such comparative studies concerning GBB. Therefore, our study addresses this gap by providing insights into the green consumption habits of these cohorts, offering valuable implications for marketers seeking to target environmentally conscious consumers effectively.

The study examines the influence of generational cohorts (here Gen X and Gen Y) on their GBB. Except for two, all our hypotheses received support. The first hypothesis's results indicate that Indian Gen X consumers exhibit higher levels of green buying compared to their Gen Y counterparts, a finding that aligns with similar studies [115, 116]. The probable reason would be that Gen X, being at a stage of life where health concerns become more important, may develop more sustainable consumption habits than Gen Y consumers [117]. The study of Syropoulos and Markowitz [118], which reported that responsibility to the future generation turned out to be a strong predictor of engagement in pro-environmental behavior, supports Gen X's prioritization of the future generation's well-being, and a qualitative study echoes these findings. The qualitative results also suggest that Gen Y individuals prioritize uniqueness and style when it comes to their consumption of green products. The study by Soh et al. [119], which found that the need for uniqueness influences Gen Y purchase intention, supports this. The qualitative findings reveal that challenges with product availability and costs associated with green products impede their green consumption, potentially causing them to consume fewer green products than Gen X customers. Numerous studies provide support for these statements. Wijekoon and Sabri, for example, state that limited product availability widens the gap between positive intention and actual behavior toward green purchase behavior [120]. Also, a study by Moslehpour et al. found that consumers feel that green products are costlier than conventional products, which may also affect their green purchase behavior [121].

The outcomes of the second and third hypotheses indicate that PER does not serve as a mediator or moderator for Indian Gen X and Gen Y consumers in influencing their GBB. The findings of previous studies [89, 122] suggest that PER has a mediation effect on green buying, while Duan et al. [123] underscore the moderating role of PER. While Gen X and Y's environmental concerns may not directly lead to GBB due to inherent skepticism about green products [124, 125], they could manifest in other sustainable actions. Although consumers are responsible for their environment, they do not show this responsibility in consumption. While they engage in environmental activities, their understanding of environmental responsibility is not comprehensive [25]. Qualitative findings also reflect this, revealing that both generations frequently doubt the authenticity of green products. This skepticism prompts them to prioritize environmental protection, such as collecting litter and placing it in the appropriate basket, over buying organic or green products. Gen X consumers express skepticism about the authenticity of commercially available organic products, preferring those with verifiable sources. Gen-Y consumers also express their skepticism differently. Though electric vehicles are sustainable, the energy consumed by such vehicles comes from a non-renewable source (i.e., Thermal energy).

The fourth hypothesis findings reveal that SMIS mediates the relationship between the Gen X cohort and their GBB. The findings may indicate that Indian Gen X consumers share more green information on social media, resulting in an improved GBB. This finding is supported by the studies of Peralta [126] and Sun and Wang [116], which found that Gen X individuals are likely to engage in social media platforms to enhance their product knowledge before making their purchase decisions. This fifth hypothesis shows that SMIS moderates Gen Y and

GBB (refer to Figure 2), indicating that Gen Y consumers show high engagement when exposed to environmental information on social media and are inclined to purchase green products. The blue line (in Figure 2) indicates the profound moderating effect of SMIS on the relationship between Generation Y and green buying behavior. The green line indicates a marginal level of SMIS's moderating effect on the relationship between Generation X and green buying behavior.

 

 

 

Figure 2. The moderating effect of Social Media Information Sharing

 

 

Conversely, reduced engagement or exposure to such environmental information may result in lower levels of GBB. Studies by Zhao et al. [127] and Strähle and Gräff [128] support this result, stating that social media networks, where sustainability discussions often occur within green communities, highly influence young consumers (Gen Y). Our study found that Gen X influences GBB positively, SMIS moderates the relationship between Gen Y and GBB positively, and, to our surprise, PER neither mediates nor moderates the relationship between generational cohorts and GBB. We triangulated these results with qualitative findings, revealing that social media has a crucial role for both generations. Gen X uses social media platforms like Facebook to verify product authenticity, while Gen Y uses Instagram for peer discussions and recommendations. The qualitative narratives complement the quantitative findings, illustrating the nuanced motivations, challenges, and social media influences that shape green purchasing behaviors across generations.

 

 

References

1. Sharma, K.; Aswal, C.; Paul, J. Factors Affecting Green Purchase Behavior: A Systematic Literature Review. Business Strategy and the Environment 2023, 32, 2078–2092, doi:10.1002/bse.3237.
2. Boyd, D. Ethical Determinants for Generations X and Y. Journal of Business Ethics 2010, 93, 465–469, doi:10.1007/s10551-009-0233-7.
3. Krahn, H.J.; Galambos, N.L. Work Values and Beliefs of “Generation X” and “Generation Y.” Journal of Youth Studies 2014, 17, 92–112, doi:10.1080/13676261.2013.815701.
4. Lissitsa, S.; Kol, O. Generation X vs. Generation Y - A Decade of Online Shopping. Journal of Retailing and Consumer Services 2016, 31, 304–312, doi:10.1016/j.jretconser.2016.04.015.
5. Bulut, Z.A.; Kökalan Çımrin, F.; Doğan, O. Gender, Generation and Sustainable Consumption: Exploring the Behaviour of Consumers from Izmir, Turkey. International journal of consumer studies 2017, 41, 597–604, doi:10.1111/ijcs.12371.
6. Sun, Y.; Wang, S. Understanding Consumers’ Intentions to Purchase Green Products in the Social Media Marketing Context. Asia Pacific Journal of Marketing and Logistics 2020, 32, 860–878, doi:10.1108/APJML-03-2019-0178.
7. Kalmus, V.; Keller, M.; Kiisel, M. Emerging Consumer Types in a Transition Culture: Consumption Patterns of Generational and Ethnic Groups in Estonia. Journal of Baltic Studies 2009, 40, 53–74, doi:10.1080/01629770902722252.
8. Syropoulos, S.; Markowitz, E. Responsibility towards Future Generations Is a Strong Predictor of Proenvironmental Engagement. Journal of Environmental Psychology 2024, 93, 102218, doi:10.1016/j.jenvp.2023.102218.
9. Soh, C.Q.Y.; Rezaei, S.; Gu, M.L. A Structural Model of the Antecedents and Consequences of Generation Y Luxury Fashion Goods Purchase Decisions. Young Consumers 2017, 18, 180–204, doi:10.1108/YC-12-2016-00654.
10. Wijekoon, R.; Sabri, M.F. Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework. Sustainability (Switzerland) 2021, 13, 1–40, doi:10.3390/su13116219.
11. Moslehpour, M.; Chau, K.Y.; Du, L.; Qiu, R.; Lin, C.Y.; Batbayar, B. Predictors of Green Purchase Intention toward Eco-Innovation and Green Products: Evidence from Taiwan. Economic Research-Ekonomska Istrazivanja 2023, 36, doi:10.1080/1331677X.2022.2121934.
12. Bihari, S.; Jaiswal, J. Role of Connectedness to Nature and Perceived Environmental Responsibility on Green Purchase Behaviour. Asian Journal of Business Research 2020, 10, 65–84, doi:10.14707/ajbr.200091.
13. Mark, N.; Law, M. Encouraging Green Purchase Behaviours of Hong Kong Consumers. Asian Journal of Business Research 2015, 5, 1–17, doi:10.14707/ajbr.150013.
14. Duan, Y.; Liu, H.; Yang, M.; Chin, T.; Peng, L.; Russo, G.; Dezi, L. The Moderating Effect of Corporate Environmental Responsibility on Relational Capital and Green Innovation: Evidence from a Knowledge-Driven Context. Journal of Intellectual Capital 2023, 24, 1002–1024, doi:10.1108/JIC-04-2022-0101.
15. Zarei, A.; Maleki, F. From Decision to Run: The Moderating Role of Green Skepticism. Journal of Food Products Marketing 2018, 24, 96–116, doi:10.1080/10454446.2017.1266548.
16. Goh, S.K.; Balaji, M.S. Linking Green Skepticism to Green Purchase Behavior. Journal of Cleaner Production 2016, 131, 629–638, doi:10.1016/j.jclepro.2016.04.122.
17. Zheng, G.W.; Siddik, A.B.; Masukujjaman, M.; Alam, S.S.; Akter, A. Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude. Sustainability (Switzerland) 2021, 13, 1–27, doi:10.3390/su13010035.
18. Peralta, E. Generation X: The Small but Financially Powerful Generation. Centro 2015.
19. Zhao, L.; Sun, J.; Zhang, L.; Ma, B. Traditional Media or Social Media? Corporate Green Media Communication and Consumer Intention to Cocreate Green Value in Post-COVID-19 China. Asia Pacific Journal of Marketing and Logistics 2023, 35, 745–774, doi:10.1108/APJML-09-2021-0663.
20. Strähle, J.; Gräff, C. The Role of Social Media for a Sustainable Consumption. Green fashion retail 2017, 225–247, doi:10.1007/978-981-10-2440-5_12.

Author Response File: Author Response.pdf

Reviewer 3 Report

Comments and Suggestions for Authors

It's an interesting and actual subject. The literature review is adequate, with actual references.

 

There are three main areas where I think the authors should make an effort to improve the paper overall:

1. methodology

- It is not clear how the qualitative information was used and what relevance it had for the study.

- Line 329 - states that the aim was to collect a representative sample. Was this achieved? Based on which characteristics and in which universe? This question needs to be clarified.

- Line 341 - how were the 60 respondents selected for the qualitative analysis? When were they carried out? Duration? questionnaire? Objectives?

2.              Data analysis 

- There are too many tables. Those that are indispensable should be rethought to make them easier to read and understand. It is a heavy chapter.

3.              Conclusions

These should make a more relevant contribution to the paper. Perhaps, if added to point 6, they could be more relevant.

Nevertheless, they should always come before points 6 and 7.

 

 

Finally, when acronyms are used, they should be capitalized:

Line 41- Green Buying Behavior (GBB)

Line 86 - Social Media Information Sharing (SMIS)

Line 87 - Perceived Environmental Responsibility (PER)

 

Line 310 - add an introductory sentence to the table below.

Author Response

Manuscript ID: Sustainability-3022979
Title: Social Media Information Sharing: Is it a Catalyst for Green Consumption among Gen X and Gen Y Cohorts?

 

Dear Reviewer,

 

Greetings!

 

Thank you very much for your decision to give us a chance to revise and resubmit our paper. Thanks very much for going through our paper and giving comments. We have responded to your comments below and revised the manuscript accordingly. Our responses are in standard font while your comments are in bold. Changes in the manuscript are in blue font.

 

We hope it is acceptable now. Thanks once again.

 

Sincerely yours,

Authors

 

Responses to Reviewer 3

• It's an interesting and actual subject. The literature review is adequate, with actual references.

 Your comment is motivating us. Thanks.

• There are three main areas where I think the authors should make an effort to improve the paper overall:

 

1. methodology - It is not clear how the qualitative information was used and what relevance it had for the study.

 

This is an issue pointed out by all the reviewers. We now have 2 studies; Study 1- Quantitative study and Study 2 – Qualitative study in our revised manuscript. We have now given importance to the qualitative study and include all the transcripts for analysis. This is available on pages 19 to 25 of our revised manuscript and give below for your reference.

“3.2 Study 2: Qualitative Study

The follow-up qualitative study aimed to elaborate on the results of the quantitative study and gain a deeper understanding of how perceived environmental responsibility and social media information sharing influence green buying behavior among Gen X and Gen Y cohorts. Some unexpected findings in our quantitative study have prompted exploration through qualitative research.

 

 

3.2.1 Data Collection

We gathered qualitative data via semi-structured, in-depth interviews with 60 respondents using a purposive sampling approach [106]. We propose a screening question to identify suitable respondents. We asked screening questions to determine whether respondents belong to Gen X or Y, and we will not entertain any outsiders. A few experts developed and vetted open-ended questions to elicit information during in-depth interviews. The study conducted interviews between June and July 2023, a period of two months, with 60 respondents (30 each from Gen X and Y). Two bilingual experts, well-versed in both English and local languages, conducted interviews in vernacular languages and converted the interview transcripts to English using a back-to-back translation [107]. The questionnaire for in-depth interviews is presented in Table 5.

 

Table 5 In-depth Interview Questions about Green Products

(The interviewer gave a brief description of green products at the beginning of the interview).

Interview Questions	Corresponding probes
1. Please introduce yourself.	How old are you? Are you currently employed/job title? Industry are you working and job experience?
2. Your belief about green products?	Do you buy green products? And types How long have you been purchasing? Why switch to green products from conventional ones? Your opinion about the availability and affordability of green products?
3. Please describe how your sense of responsibility towards the environment in purchasing green products.	Are you concerned about the environment? Benefits of your efforts to protect the environment? Can you give examples of your effort? Is environmental protection a driving factor? The importance of companies practicing sustainability? The workplace and your community support role in buying green products?
4. The role of social media in buying green products.	What social media platforms do you prefer? Do you come across posts related to environmental crises on social media? Do you engage with posts related to green products by liking, commenting, or sharing? Have you encountered posts specifically promoting green products? Do you purchase green products been influenced by social media platforms? Social media provides sufficient information about green products. Share information obtained from social media with your friends.  Do you engage in discussions about green products through the social media platforms?

 

 

We informed the participants about the study's purpose and goals, and we explained what green products are. The NVIVO software systematized, condensed, and sorted the interview transcripts into preliminary categories, and then coded them using content analysis. We have employed content analysis to examine and describe the interview data [108]. We identified the interview transcripts with participant identification numbers and redacted other identifiable information [109]. We derived a coding framework based on our prior research questions. Each transcript was encoded by the primary coder. Fellow researchers have reviewed and analyzed the interview transcripts to ensure the material's confirmability [110]. We then used an iterative process of decontextualization and recontextualization to analyze the coded dataset and extract its meaning [111]. The questionnaire for the in-depth interview is available in the appendix.

 

3.2.2 Results of qualitative study

We conducted interviews with both Gen X and Gen Y consumers to understand their green purchasing habits and the motivations behind these choices. Initially, we analyzed the transcripts from Gen X consumers. It was clear that they prioritized purchasing green products, largely driven by health concerns related to aging. Many have experienced health issues due to environmental degradation, prompting them to purchase green products, particularly organic food. Interviewee 47 echoes this sentiment as she shares her health motivations:

"I strive for a healthy lifestyle, and eating organic food products has improved my health." Additionally, I drive an electric car because I suffered from asthma for the past 15 years, and my doctor attributed it to pollution. "By using green products, I am making a small contribution to reducing pollution."

Furthermore, Gen X consumers expressed a strong sense of responsibility towards future generations. They are acutely aware of the environmental challenges and feel compelled to make sustainable choices to ensure a better world for their future generations. Interviewee 23 expressed this concern, saying,

"We've been abusing our environment for quite some time, knowingly or unknowingly. I'm worried about whether we'll leave a clean and sustainable world for our children. While I cannot halt environmental degradation completely, I believe we can at least try to preserve the environment for a better future by consuming green products. I'm hopeful for positive change in the coming years."

In similar lines, Interviewee 11 also expressed, “For the past two to three years, I have switched from using conventional cooking oil to marasekku oil (cold-pressed oil from natural nuts, vegetables, or seeds, using an age-old mill called “chekku” in local language). The chekku or oil mill is close to my house.… I prefer to buy such green products because I always believe in protecting nature, which will protect our family's health and future generations….

Furthermore, among Gen X consumers, there is a discernible trend toward green products, apart from organic food. This includes adopting eco-friendly household items, such as biodegradable cleaning supplies and recycled paper products. This holistic approach reflects their commitment to minimizing impact on the environment in various ways, aiming for a sustainable lifestyle that aligns with their values of conservation and responsible consumption. For instance, Interviewee 58 remarked:

"I've noticed that my priorities have shifted over the years. It's not just organic food; I'm trying to use green products in every aspect of my life. For instance, I've switched to using eco-friendly household products like biodegradable cleaning supplies, garbage, and recycled paper products. I believe that every little bit helps when it comes to reducing our environmental footprint.

Examining the transcripts from the Gen Y cohort reveals that these consumers gravitate towards green products that provide uniqueness and style. Interviewee 6 highlighted their inclination towards innovative and eco-friendly products.

 “…….I have a 6-month baby. Recently, when I visited a shop, I found a bamboo diaper that is both healthy for the baby and the environment. Such unique and innovative products are very attractive to buy, and I also recommend them to my friends……”

 Likewise, Interviewee 13 echoed a similar sentiment, stating, "I always prefer to buy unique products. One such product I came across is the vetiver (perennial grass of  India) slippers. I have been using it for the past two months. It feels very good for my heel and also good for the environment to use such eco-friendly products….”

 In exploring the perspectives of Gen Y consumers, it becomes clear that many feel dissatisfied with the limited assortments of green products available to them. A majority of respondents, voiced concerns about the inadequate variety when it comes to environmentally friendly options. For instance, there is frustration over the sparse availability of brands manufacturing electric vehicles, which restricts choices for consumers interested in reducing their environmental impact. Furthermore, many people perceive some green products, like solar panels and organic items, as expensive and not widely commercialized, rendering them inaccessible. This scarcity poses a significant challenge for Gen Y consumers striving to make sustainable purchasing decisions amidst the current market landscape. Thus Interviewee 29 echoed these concerns, highlighting the dissatisfaction among Gen Y consumers with the limited availability of green products stating that,

"… My friends, the majority of them, feel that they don’t have enough green brand choices to choose from. For example, if I want to buy an electric vehicle, there are only a few brands available, so making a choice becomes difficult. Additionally, certain environmentally friendly products are not readily available. For instance, solar panels come at a high cost and are not widely commercialized. There are only a few brands available for green products, which makes it difficult for us to choose or purchase them if their availability is limited.

 

 In terms of perceived environmental responsibility, both Gen X and Gen Y individuals confirm their concerns about the environment and take steps to mitigate environmental impact. However, this commitment to environmental consciousness often does not translate into consistent purchasing behaviors for green products. For instance, Gen X interviewee 34 (a housewife) highlighted her effort to support the environment:

 

"I am a housewife, so I don't get out much to contribute to the environment beyond my home. That's why I started doing home gardening and using organic manure from my vegetable waste..... Yes, I acknowledge there are organic products available in stores. But when it comes to buying them, I'm unsure if they're truly organic…….. We are unaware of their natural growth methods or their source. At home, our gardening practices are environment-friendly, because we use vegetable waste for producing organic manure."

 

This quote illustrates the skepticism surrounding commercial organic products. The preference is given to homemade organic foods over those commercially available in the shop.

Similarly, Interviewee 57, who is currently serving as the president of an apartment complex, reflected:

 

"I've taken the initiative to plant trees in our vicinity to contribute positively to the environment. ……….. I have doubts about the organic brands available on the market. Products packaged in stores don't instil confidence in their organic claims. Instead, I prefer purchasing from vendors who grow vegetables in their backyards. This way, I can ensure the authenticity of the products I buy."

 

Similarly, Gen Y individuals also express skepticism about the authenticity and reliability of green products. For example, interviewee 4 stated:

“…if I find any plastics on the ground or seashore, I don't shy away from picking them up and putting them in the proper dust bin, and I contribute this way to the environment rather than buying green products, of which I don’t know whether they are organic and chemical-friendly…….”.

 Additionally, interviewee 19 reflected on the environmental impact of their purchasing decisions.

"You could say I'm purchasing and charging an electric car, which increases my electricity consumption. However, in India, electricity primarily comes from thermal or nuclear power, which still pollutes the environment. Unless there's a widespread shift to renewable energy sources, purchasing these items doesn't make much of a difference."

These perspectives from both Gen X and Gen Y individuals show that they prefer to act in a responsible way to protect the environment rather than purchasing organic or green products. 

Social media has significantly influenced the purchasing behavior of Gen X and Y consumers for green products. 

For Gen X, platforms like Facebook have become beneficial sources of information and trust-building regarding organic and environmentally friendly products. Many Gen X consumers rely on social media to learn about and verify the authenticity of green products before making a purchase. For example, one Gen X interviewee (Interviewee 51) stated,

“…through these social media platforms, especially Facebook, we got to know more information about organic soaps and washing powders. The Facebook page provides comprehensive information about these organic products, ensuring our trustworthiness. Additionally, my family has been using these products for the past five years. (Interviewee 51).

 

Similarly, another interviewee (Interviewee 48) noted, "I became aware of organic food products solely through social media……….. I follow a Facebook page called Horticulture, which provides comprehensive information about these organic products. For the past two years, I've been purchasing vegetables and pulses from them via Facebook.”

 

 Gen Y consumers actively leverage social media platforms such as Instagram to share and discuss green products within their peer groups, contributing to a collective shift towards sustainable consumption. However, the level of engagement with social media varies among individuals, which can facilitate the purchase of green products. The qualitative analysis underscores the varying degrees of influence and engagement, illustrating the social media role in shaping the purchasing habits of green products among Gen Y.

For instance, one Gen Y respondent (Interviewee 16) highlighted the significant impact of social media on their purchasing behavior:

"I often share these posts about organic products with my friends on Instagram. As a group, we discuss the product's ingredients through Instagram messages and have recently shifted to sustainable hair and skin care products."

In contrast, another respondent (Interviewee 35) expressed a different perspective:

"…….. I don't buy green products unless they are somewhat branded; otherwise, I stick to conventional products……. I am on Facebook, but I am not very active and rarely browse it."

 

• Line 329 - states that the aim was to collect a representative sample. Was this achieved? Based on which characteristics and in which universe? This question needs to be clarified.

 

We collected representative samples; however, we are sorry for not mentioning them in our paper. We collected data from Gen X and Gen Y cohorts, which are target populations and representative samples. We have accomplished this task and explained it below.

“The representativeness of our chosen sample was ensured by performing a nonparametric chi-square test (χ2) test between generational cohorts and gender (p-value = 0.815), education (p-value = 0.769), and occupation (p-value = 0.360). These results suggest the selected sample shows representativeness. Further, we compare the percentage of Gen X and Gen Y in the population [1] vis-à-vis our selected samples and the result reveals that the composition of samples was more or less similar, suggesting sample representativeness.”

In our revised manuscript paper, we now include sample representatives. You can locate the mentioned section on page 12 of our revised manuscript.

• Line 341 - how were the 60 respondents selected for the qualitative analysis? When were they carried out? Duration? questionnaire? Objectives?

The data for qualitative research is collected using in-depth interviews. We selected respondents through a screening question, and the question was to assess whether the respondents belonged to Gen X or Y.  Gen X and Y were selected using the purposive sampling method, and the number of respondents in each cohort was 30, (the total is 60). The interviews were carried out during June and July 2023. The average duration of the interview is 15 minutes approximately. The broad objective of the qualitative research (or in-depth interviews) is to explore the influence of cohorts (Gen X and Y) on green product purchase behavior. Specifically, the qualitative study aims to explore the rationale of a non-significant relationship between perceived environmental responsibility and green buying behavior. The questionnaire is given below for your reference.

We have written these in the revised manuscript, and the table is given on page 20 of the revised manuscript.

In-depth Interview Questions about Green Products

(The interviewer gave a brief description of green products at the beginning of the interview).

Interview Questions	Corresponding probes
1. Please introduce yourself.	How old are you? Are you currently employed/job title? Industry are you working and job experience?
2. Your belief about green products?	Do you buy green products? And types How long have you been purchasing? Why switch to green products from conventional ones? Your opinion about the availability and affordability of green products?
3. Please describe how your sense of responsibility towards the environment in purchasing green products.	Are you concerned about the environment? Benefits of your efforts to protect the environment? Can you give examples of your effort? Is environmental protection a driving factor? The importance of companies practicing sustainability? The workplace and your community support role in buying green products?
4. The role of social media in buying green products.	What social media platforms do you prefer? Do you come across posts related to environmental crises on social media? Do you engage with posts related to green products by liking, commenting, or sharing? Have you encountered posts specifically promoting green products? Do you purchase green products been influenced by social media platforms? Social media provides sufficient information about green products. Share information obtained from social media with your friends.  Do you engage in discussions about green products through the social media platforms?

5)  Data analysis - There are too many tables. Those that are indispensable should be rethought to make them easier to read and understand. It is a heavy chapter.

Thank you for your suggestions. We tried to reduce the table size to make them easier to understand. For example, we removed some portions in Tables 3 and 4 (Johnson-Neyman Technique) and gave them below for your reference.

However, we included only tables that are mandatory for our research. The manuscript has four tables and they are (i) Descriptive statistics (ii) Measurement model estimation (iii) Structural model estimation and (iv) the Johnson-Neyman Technique table. Like our study, we found research papers that have four or more tables:

 

1) Duran & Mariñas, (2024) used five tables in their study & they are (1) The development and evaluation of measurement components (2) descriptive statistical test (3) the Model of construct validity (4) Direct effect, indirect effect, and total effect, and (5) Fit of the Model.

Duran, M. K., & Mariñas, K. A. (2024). Sustainability Integration in Philippine Higher Education Curricula: A Structural Equation Modeling Assessing Teacher Intention to Integrate. In Sustainability (Vol. 16, Issue 9). https://doi.org/10.3390/su16093677

• Zeng & Yi Man Li, (2021) have seven tables in their study. They are (1) Monetization form of scale items (2) Questionnaire design (3) Data analysis of Panzhihua Tourist Samples (4) Validity test (5) Descriptive statistics and reliability of the scale (6) Model measurement results, and (7) Goodness of fit statistics.

Zeng, L., & Yi Man Li, R. (2021). Tourist Satisfaction, Willingness to Revisit and Recommend, and Mountain Kangyang Tourism Spots Sustainability: A Structural Equation Modelling Approach. In Sustainability (Vol. 13, Issue 19). https://doi.org/10.3390/su131910620

• Islam & Ali Khan, (2024) used seven tables in their study and they are: (1) Respondents profile & Construct reliability and validity (2) Discriminant validity—HTMT (3) Discriminant validity—Fornell–Larcker criterion (4) R-square and f-square (5) Direct effect (6) Mediating effect and (7) Moderating effect.

Islam, Q., & Ali Khan, S. M. (2024). Assessing Consumer Behavior in Sustainable Product Markets: A Structural Equation Modeling Approach with Partial Least Squares Analysis. In Sustainability (Vol. 16, Issue 8). https://doi.org/10.3390/su16083400

• Kuckertz et al., (2024) used 5 tables in their study and they are: (1) Descriptive statistics and correlations (2) Replication of the established relationship between EO and performance (3) EO on performance mediated through three organizational error management culture constructs (4) FIMIX segmentation results and (5) FIMIX-PLS segments.

Kuckertz, A., Bulut, C., & Brändle, L. (2024). Unobserved heterogeneity in firm performance: The alignment of entrepreneurial orientation and organizational error management culture. Journal of Business Research, 179, 114701. https://doi.org/https://doi.org/10.1016/j.jbusres.2024.114701

• Harindranath & Sivakumaran, (2023) used five tables in their research and they are: (1) Measurement model (2) Descriptive statistics (3) Structural model results (4) Conditional effects and (5) Conditional effects

Harindranath R.M, & Sivakumaran, B. (2023). Promotional inputs and selling: evidence from India. Journal of Business & Industrial Marketing, 38(5), 1000–1014. https://doi.org/10.1108/JBIM-01-2021-0040

Table 3 Structural model results

Path	Unstandardized Estimate	Standard error		t-Stat	Hypothesis (supported/ not supported
Moderating analysis
SMIS * GC à GBB	-1.299***	0.1160		-11.218	H5 supported
PER * GC à GBB	-0.010NS	0.0930		-0.1056	H3 not supported
Mediation analysis
Indirect path	Standardized Estimate	Standard error	95% bias-corrected confidence interval		Hypothesis (supported/ not supported
			LLCI	ULCI
GC à PER à GBB	0.072 NS	0.004	-0.007	0.009	H2 not supported
GC à SMIS à GBB	0.103***	0.018	0.072	0.142	H4 supported

Note: ***Significant (p < 0.001); ^NS is Not Supported; GC is Generational Cohorts; PER is Perceived Environmental Responsibility; SIMS is Social Media Information Sharing; GBB is Green Buying Behaviour. LLCI: Lower limit confidence interval; ULCI: Upper limit confidence interval.

Table 4 Conditional effect using the Johnson-Neyman Technique

SMIS	Effect	SE	p-value	LLCI	ULCI
1.0000	1.7516	0.1258	0.0000	1.5043	1.9989
1.2820	1.4970	0.1094	0.0000	1.2105	1.7120
1.4211	1.2424	0.0954	0.0000	1.0549	1.4300
1.6316	0.9879	0.0850	0.0000	0.8207	1.1551
1.8421	0.7333	0.0798	0.0000	0.5765	0.8901
2.0526	0.4788	0.0805	0.0000	0.3205	0.6371
2.2632	0.2242	0.0872	0.0105	0.0528	0.3956
2.3037	0.1751	0.0891	0.0500	0.0000	0.3503
2.4737	-0.0304	0.0986	0.7583	-0.2242	0.1635
2.6257	-0.2142	0.1090	0.0500	-0.4284	0.0000
2.6842	-0.2849	0.1133	0.0123	-0.5077	-0.0622
2.8947	-0.5395	0.1302	0.0000	-0.7954	-0.2835
3.1053	-0.7940	0.1485	0.0000	-1.0860	-0.5021
3.3158	-1.0486	0.1678	0.0000	-1.3785	-0.7187
3.5263	-1.3032	0.1878	0.0000	-1.6723	-0.9340
3.7368	-1.5577	0.2083	0.0000	-1.9671	-1.1484
3.9474	-1.8123	0.2291	0.0000	-2.2625	-1.3621
4.1579	-2.0669	0.2501	0.0000	-2.5585	-1.5752
4.3684	-2.3214	0.2714	0.0000	-2.8548	-1.7880
4.5789	-2.5760	0.2928	0.0000	-3.1515	-2.0004
4.7895	-2.8305	0.3144	0.0000	-3.4484	-2.2126
5.0000	-3.0851	0.3360	0.0000	-3.7455	-2.4246

Note: SMIS is social media information sharing; SE is standard error; LLCI is lower limit confidence interval; ULCI is upper limit confidence interval.

6) Conclusions - These should make a more relevant contribution to the paper. Perhaps, if added to point 6, they could be more relevant. Nevertheless, they should always come before points 6 and 7.

We now shift the conclusion section before the “Managerial Implications” section and “Limitations and future research directions”. The order in the revised manuscript is (i) Conclusion (ii) Managerial Implications (iii) Limitations and future research directions. We now added some points of study implications in the “Conclusion” section. We give below for your reference. Hope it is better now.

 We want to inform you that we are not able to understand the above question 6 completely, however, we feel that we have managed to answer. Hope it is acceptable to you. Thank you.

 

“Conclusion

Our study examines the relationship between Gen X and Y and green purchase behavior in an emerging market. This study establishes a significant generational difference (between Gen X and Gen Y), as Gen X has a higher green buying behavior than Gen Y. Thus, marketers must focus on Gen X due to their higher buying power compared to Gen Y. Furthermore, our study revealed that SMIS mediates the relationship between Gen X (and not Gen Y) and green buying behavior, indicating that individuals exposed to social media exhibit higher levels of GBB. Gen X social media users could be critical for purchasing green products. The results show that for Gen Y with a lower level of SMIS, the GBB is low, and for a higher level of SMIS, it is high. On the other hand, for Gen X with a lower level of SMIS, the GBB is moderate; for a higher level of SMIS, it has a small effect (see Fig. 2). SMIS influences the GBB to be higher for Gen Y and moderate for Gen X. As a result, green product marketers target Gen Y individuals, who spend more time on social media than Gen X. Conversely, Gen X individuals require more social media advertisements to increase their awareness of green products.”

 

• Finally, when acronyms are used, they should be capitalized:

Line 41- Green Buying Behavior (GBB)

Line 86 - Social Media Information Sharing (SMIS)

Line 87 - Perceived Environmental Responsibility (PER)

Line 310 - add an introductory sentence to the table below.

We are sorry for this and now changed the above in the revised manuscript. We give below for your reference.

“In line 41 we changed to Green Buying Behavior (GBB); in line 86 we changed to Social Media Information Sharing (SMIS); and in line 87, we changed to Perceived Environmental Responsibility (PER).”

An introductory sentence is added below Table 1, and we give it below for your reference. This is available on page 13 of our revised manuscript.

“Table 1 contains information about the gender, age, education, occupation, and monthly income of the respondents.”

 

 

 

 

 

 

 

References

 

1. Lissitsa, S.; Kol, O. Generation X vs. Generation Y - A Decade of Online Shopping. Journal of Retailing and Consumer Services 2016, 31, 304–312, doi:10.1016/j.jretconser.2016.04.015.
2. Duran, M.K.; Mariñas, K.A. Sustainability Integration in Philippine Higher Education Curricula: A Structural Equation Modeling Assessing Teacher Intention to Integrate. Sustainability 2024, 16.
3. Zeng, L.; Yi Man Li, R. Tourist Satisfaction, Willingness to Revisit and Recommend, and Mountain Kangyang Tourism Spots Sustainability: A Structural Equation Modelling Approach. Sustainability 2021, 13.
4. Islam, Q.; Ali Khan, S.M. Assessing Consumer Behavior in Sustainable Product Markets: A Structural Equation Modeling Approach with Partial Least Squares Analysis. Sustainability 2024, 16.
5. Kuckertz, A.; Bulut, C.; Brändle, L. Unobserved Heterogeneity in Firm Performance: The Alignment of Entrepreneurial Orientation and Organizational Error Management Culture. Journal of Business Research 2024, 179, 114701, doi:https://doi.org/10.1016/j.jbusres.2024.114701.
6. Harindranath R.M; Sivakumaran, B. Promotional Inputs and Selling: Evidence from India. Journal of Business & Industrial Marketing 2023, 38, 1000–1014, doi:10.1108/JBIM-01-2021-0040.

 

 

 

Author Response File: Author Response.pdf

Round 2

Reviewer 1 Report

Comments and Suggestions for Authors

modifications made

Comments on the Quality of English Language

can be proofread

Reviewer 2 Report

Comments and Suggestions for Authors

The authors made a considerable effort to respond to the recommendations presented. In this way, and given that the authors included the identified recommendations in this second version, the article improved considerably.

The inclusion of the section "3.2 Study 2: Qualitative Study" was necessary in order to have coherence between the methodology and data analysis.

The only observation I have to make is that the article was very long.

Congratulations to the authors

Reviewer 3 Report

Comments and Suggestions for Authors

The article has evolved significantly, with the authors incorporating most of the suggestions made.

Overall, it is now much clearer and methodologically balanced.