Abstract

Eco-friendly consumers’ attitudes are becoming increasingly frequent, recent research
indicating that pro-environmental purchase behaviour not only lower costs on the long
term, but also enhance business stakeholders’ and consumers’ confidence in high added
value products and services. This paper undertakes an interdisciplinary research on how
social media (i.e. Facebook) can influence users’ perceptions and buying behaviour related
to five categories of ecological products and services (eco-food, eco-tourism, eco-housing,
eco-textiles and eco-beauty & cosmetics). This research investigates how ecological
products and services could gain popularity and overpass the identified purchasing barriers
(e.g. high prices, low awareness, low availability) via superior integration in consumers’
daily experiences with Facebook. The research findings indicate that Facebook represents
an effective and innovative environment that could build the necessary links between green
attitudes and consumers’ hearts and minds.