ACCI Conference 2024

This study examines the influence of sustainable consumption content experience through social media on sustainable consumption behavior of individuals in their 20s and 30s. It also confirms the influence of content experience on sustainable consumption behavior through sustainable consumption attitudes. Sustainable consumption content experience, sustainable consumption attitudes, and sustainable consumption behaviors were measured through an online survey of 400 men and women in their 20s and 30s who use at least one social media. Based on these findings, it was confirmed that social media can serve as an effective platform for promoting sustainable consumption and reinforcing sustainable consumption attitudes and behaviors. This study supports the idea that simply browsing sustainable consumption on social media can promote sustainable consumption, and suggests the active production of sustainable consumption content on these platforms. In addition, we suggest that by understanding the characteristics of each type of social media, more effective sustainable consumption content production and dissemination strategies can be developed.

Author(s): Yuhyeon Seo, Eunsil Hong, Jiyeon Son