The role of social media in altruistic and selfish motives on the purchase intention of consumers of green cosmetics

Social media have helped the process of environmental protection and formed the attitude of consumers to have a more conscious behavior towards the environment. Therefore, the current research uses the theory of planned behavior (TPB) to explain the role of social media on the purchase intention and motives (altruism and selfishness) of consumers.

In terms of the practical purpose and in terms of the method and time period of data collection, the current research is among cross-sectional survey researches. Data collection was done using a standard questionnaire whose validity was checked by face validity and reliability by Cronbach's alpha coefficient. To test the assumed relationships in the research model, a statistical sample including 211 consumers of green cosmetics in selected cities was used using the probabilistic method available. In order to analyze the data and results, structural equation modeling technique has been used.

The findings show the importance of the role of social media on consumer attitudes, mental norms, altruistic and selfish motives in a meaningful and positive way. On the other hand, the influence of these variables as the prerequisites for the intention to purchase green cosmetics.

Using the results of this research, it is possible to help marketers and marketing researchers in designing targeted and useful social media advertisements in order to increase the purchase intention of consumers. Also, by planning and applying basic solutions to prevent environmental pollution and protect the environment, he created and institutionalized it among consumers.