Can User-Generated Content Drive the Purchase of Sustainable Products? Exploring the Role of Persuasion Knowledge Among Young Consumers in Jakarta

Agung Stefanus Kembau, Fresi Beatrix Lendo, Antonius Felix, Steffie Debbyana Wijaya

Abstract


This study explores the significant influence of User-Generated Content (UGC) on the purchase intention for sustainable products among young consumers in Jakarta, Indonesia, with persuasion knowledge acting as a mediating factor. In an era where digital platforms are reshaping consumer behavior, especially in emerging markets, understanding the role of UGC in driving sustainable consumption is essential. While UGC's impact on general consumer behavior is well-documented, its specific effect on sustainability-driven decisions remains underexplored. This study addresses this gap by examining how young, digitally-engaged consumers interpret UGC and how their awareness of persuasive intent shapes their willingness to purchase sustainable products. Employing a quantitative approach, data was collected from 158 respondents in Jakarta, revealing that UGC significantly enhances purchase intention, with persuasion knowledge amplifying this effect. The findings underscore the pivotal role of digital content in fostering sustainable consumption and provide valuable insights for marketers looking to leverage UGC in promoting environmentally-conscious consumer behavior in Indonesia’s rapidly evolving digital ecosystem.

Full Text:

PDF

References


Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: Role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796-822. https://doi.org/10.1080/09640568.2020.1801040

Baker, A. M., Moschis, G. P., Ong, F. S., & Pattanapanyasat, R. (2016). Materialism and life satisfaction: The role of FOMO and social media usage. Marketing Letters, 27(1), 1–8. https://doi.org/10.1007/s11002-015-9367-8

Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192–205. https://doi.org/10.1509/jmr.10.0353

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331. https://doi.org/10.1016/j.intmar.2009.07.002

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255

Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262

Christanti, C., & Kembau, A. S. (2024). Pengaruh strategi pemasaran konten dan afiliasi terhadap pembelian impulsif: Peran mediasi pemasaran viral dan kepercayaan. Modus, 36(2), 198-223. Retrieved from https://modusjournal.com

Gidaković, P., Zabkar, V., Zečević, M., Sagan, A., Wojnarowska, M., Sołtysik, M., ... & Cleff, T. (2024). Trying to buy more sustainable products: Intentions of young consumers. Journal of Cleaner Production, 434, 140200. https://doi.org/10.1016/j.jclepro.2022.140200

Goldenberg, J., Libai, B., & Muller, E. (2009). The chilling effects of network externalities. International Journal of Research in Marketing, 26(4), 254–263. https://doi.org/10.1016/j.ijresmar.2009.09.002

Ham, C. D., & Lee, J. (2018). Understanding consumers’ creating behavior in social media: An application of uses and gratifications and dual process theory. Computers in Human Behavior, 79, 163–172. https://doi.org/10.1016/j.chb.2017.10.023

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073

Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68–76. https://doi.org/10.1016/j.tourman.2014.09.001

Jacobson, J., & Harrison, B. (2022). Sustainable fashion social media influencers and content creation calibration. International Journal of Advertising, 41(1), 150-177. https://doi.org/10.1080/02650487.2021.1907983

Kumar, V., & Reinartz, W. (2013). Customer relationship management: Concept, strategy, and tools. Springer. https://doi.org/10.1007/978-3-642-39747-9

Liang, T. P., & Lai, H. J. (2020). Personalized content recommendation and user engagement in e-commerce. Electronic Commerce Research and Applications, 40, 100939. https://doi.org/10.1016/j.elerap.2019.100939

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33–44. https://doi.org/10.1177/00222429990634s105

Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2022). Influencing green purchase intention through eco labels and user-generated content. Sustainability, 15(1), 764. https://doi.org/10.3390/su15010764

Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014

Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH.

Suhartanto, D., Kartikasari, A., Hapsari, R., Budianto, B. S., Najib, M., & Astor, Y. (2021). Predicting young customers’ intention to repurchase green plastic products: Incorporating trust model into purchase intention model. Journal of Asia Business Studies, 15(3), 441-456. https://doi.org/10.1108/JABS-11-2020-0410

Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user engagement. Information Systems Research, 17(3), 229–246. https://doi.org/10.1287/isre.1060.0096

Tandon, A., Dhir, A., Talwar, S., Kaur, P., & Mäntymäki, M. (2021). Fear of missing out (FoMO) and social media fatigue: Examining the mediating role of social media usage. Technology in Society, 64, 101508. https://doi.org/10.1016/j.techsoc.2020.101508

Wardhana, A., Kembau, A. S., Kumaat, A. P., & Sunara, T. A. (2023). The analysis of e-service quality on customer behavior with mediation of customer satisfaction and customer trust. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 10(3), 1932-1940. Retrieved from https://jmbi.unsrat.ac.id

Yang, E., Kembau, A. S., Tarigan, A., & Lendo, F. B. (2024). The strategic role of consumer ethnocentrism, social media marketing, and brand ambassadorship in shaping purchase decisions for local Indonesian skincare brands on e-commerce platforms. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 11(1), 1342-1360. Retrieved from https://jmbi.unsrat.ac.id




DOI: http://dx.doi.org/10.30813/digismantech.v5i1.8309

Refbacks

  • There are currently no refbacks.


RECOMMENDED TOOLS

    Turnitin logo

 

INDEXED BY

p-ISSN 2798-1819

e-ISSN 2798-0189

    

 

UNIVERSITAS BUNDA MULIA PRESS
PROGRAM STUDI BISNIS DIGITAL
Lantai 6 Kampus Ancol - Universitas Bunda Mulia
Jl. Lodan Raya No. 2, Ancol – Jakarta Utara 14430, Indonesia
Telp: +62 21 692 9090 ext.1624
Email: digismantech@ubm.ac.id