Sustainable consumption and environmental care are extremely important topics for
representatives of Generation Z. This group of young people is aware of the threats posed by
the continued neglect of climate change and environmental protection, and it is also
characterized by a massive presence on social media. Through these platforms, they satisfy
various needs, with Instagram primarily fulfilling the need for information and self-expression.
The main goal is to determine the connections between the motives for following sustainability
posts, content engagement, and purchase intention. Empirical research using a survey method
indicates that the satisfied needs for information and self-expression are reflected in content
engagement, both in terms of consumption and creation. Greater information seeking within
sustainable posts will lead to increased purchase intention, while increased self-expression will
not encourage this. Increased content engagement will also lead to higher purchase intent ion,
with engagement meaning content consumption rather than content creation.
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