The difference in the impact of users' positive and negative caption accompanying a sustainability ad on social media, on other users' social media engagement with the ad and behavioural intentions, in terms of brand purchase and other sustainable behaviour

Though concern for sustainability is rising, it is not reflected in consumption behavior. Overconsumption is one of the salient hindrance of sustainable development. In order to combat that, mass consumers need to understand the consequence of their choice. Increasing demand for sustainable products motivates companies to take sustainable initiatives, but those initiatives may be perceived to be exploitive and the promotion for sustainable products may be perceived as greenwashing. Since consumers trust other consumers more than the brands, their distrust can be mitigated through social media engagement. Social media has proved to be more effective to promote sustainable products than the mass media. This paper address the need for investigation social media engagement regarding sustainability ad, affect the purchase intentions of the sustainable products along with other sustainable behavioral intention and present a conceptual framework to examine the underlying mechanism of adopting sustainable behavior