The Impact of Social Media Marketing Features of Fan Page on Consumers’ Intentions to Purchase Green Food Products in Sri Lanka

Globalization and increasing environmental pollution are leading towards concerning more on green food products in order to minimize environmental damage and to ensure the availability of healthy green food products. In today’s world social media usage has become an influential factor in consumers’ purchase decision making. The purpose of this study is to identify the impact of social media marketing features of fan page (interactivity, perceived relevance, entertainment, informativeness, performance expectancy, and habit) on consumers’ intention to purchase green food products in Sri Lanka. The study adopted a deductive approach. The required data was obtained through a quantitative survey. The convenient sampling technique was used to collect data from 200 respondents in the Sri Lankan retailing (supermarket) sector. Research hypotheses were tested using regression analysis. The study’s findings indicate that social media marketing features of fan page such as interactivity, perceived relevance, informativeness, and performance expectancy were positively influence on consumers’ intention to purchase green food products. However, the impact of entertainment and habits on consumers’ intentions to purchase green food products is insignificant. Further, the results confirmed that performance expectancy is the most significant predictor of consumers’ intentions to purchase green food products. Thus, results of this study extend the current state of green purchase intention related research by indicating that social media marketing features of fan page should be integrated into marketing strategies and provide marketing professionals a practical guidance on which social media marketing features of fan page are more effective in influencing consumers’ intentions to purchase green food products. Future studies could explore the influence of environmental awareness, brand image, socio-economic and cultural factors towards the intention of purchasing green food products to in order to extend the knowledge on consumers decision making related to purchase of green food products.