Journal of Marketing Management

Impact of Social Medium on Green Choice Behavior
Aindrila Biswas, Prof. (Dr.) Mousumi Roy

Abstract
The purpose of this paper is to examine the impact of social media usage perceptions on social networking and green blogging to prognosticate green choice behavior. The social media usage perceptions were adapted from Technology Acceptance Model. Samples were collected from employees at various MNCs in India.A structural equation modeling was applied to confirm the fitness of the proposed model. The significant differences on green choice behavior were tested between two groups based on frequency of social media usage. The findings suggest the importance of perceived ease-of-operation in fostering social networking and green blogging. Green blogging has substantial impact on green choice behavior.The sustained users of social networks or green blogs tend to be more inclined to green purchase intention than the occasional users.The two Technology Acceptance Model parameters have been used to measure the ultimate impact of social media in promoting green product consumption. The items constructs were developed and validated.

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