Consumers’ exposure, attitude and purchase intention toward environmental communications on oil and gas business Facebook fan page

Abstract

The objectives of the study is to examine consumers' exposure, attitude, and purchase intention toward environmental communications on oil and gas business Facebook fan page and to explore the relationship between media exposure and consumer attitude as well as consumer attitude and purchase intention. The study was conducted in a quantitative approach by using online questionnaires as a tool to collect data from 200 respondents who are Thai ages between 18 and 34 years old and have recently seen the green content on oil and gas Facebook fan page in the last three months. The result showed that overall respondents had low level of exposure to green content presented on oil and gas business Facebook fan page (M = 2.13). For attitude, respondents had positive attitude towards the green content presented on oil and gas business Facebook fan page (M = 3.65). In terms of purchase intention, respondents have high level of purchase intention (M = 3.88). Regarding to the relationship between the variables, the results showed that media exposure have weak positive relationship with consumer attitude (r = 0.272). In addition, consumer attitude have moderate positive relationship with purchase intention (r = 0.693). Based on the result, it is suggesting that oil and gas business should frequently execute green contents that provide a reliable eco-friendliness information that align with consumers’ interest in text type to increase the consumers’ favorable attitude towards the offered content and products and to increase the willingness to purchase, use, and recommend the eco-friendly products