Abstract

Sometimes consumers do not adopt sustainable behaviour because they do not perceive it to be the conventional behaviour of that particular society. People’s consumption choice is shaped by contexts like society, education awareness etc. Depending on social media contents consumers’ perception of the product and the brand may be affected positively or negatively, which will be reflected in their word of mouth (WOM) and eventually in their purchase decision. It appears that there is a complementary relationship between digital engagement and sustainable consumption. This paper shows that, both digital engagement behaviour and sustainable consumption behaviour varies depending on the groups the users/consumers belong to and with the brand or product they feel themselves associated with. The level to which the consumers will adopt sustainable behaviour or engage online depends on
their perception of the extent to which their behaviour is effecting other members of the online community or the environment. Both behaviours are subject to gender, age and education along with the information they are acting upon. The findings of the paper may contribute to formulate the promotional policy of sustainable consumption
and the important variables to focus upon.