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Journal of Environmental Biology

pISSN: 0254-8704 ; eISSN: 2394-0379 ; CODEN: JEBIDP
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    Abstract - Issue March 2026, 47 (2)                                     Back


nstantaneous and historical temperature effects on a-pinene

Recycled products and environmental sustainability: Effects of psychological risk and the role of social media marketing on consumer purchase behaviour

 

G. Sakthivadivel1, V.V. Ravi Kumar2*, P.S. Deepa1 and A.A. Pise3     

1School of Business, Indira University, Pune -411 033, India

2Symbiosis Institute Business Management, Pune, Symbiosis International (Deemed University), Pune- 412 115, India

3DY Patil International University, Pune – 411 033, India 

 

Received: 24 October 2025                   Revised: 13 February 2026                   Accepted: 28 February 2026

*Corresponding Author Email : vvkumar@sibmpune.edu.in                    *ORCiD: https://orcid.org/0000-0002-3492-4469

 

 

 

Abstract

 

Aim: This study investigates the role of social media marketing (SMM) in reducing psychological risk (PR) and fostering purchase behaviour (PB) towards recycled products, thereby contributing to waste reduction, environmental protection, and the realization of United Nations Sustainable Development Goal 12 on responsible consumption and production.

Methodology: An empirical study was carried out with 369 respondents. An online survey was conducted using social media marketing as an independent variable, psychological risk as a mediating variable, and purchase behaviour of recycled products as a dependent variable.

Results: The effect of mediation of PR on the relationship between SMM and PB of recycled products was tested. The total impact of SMM on PB for recycled products was found to be significant. The specific indirect effect was also significant with the inclusion of PR as a mediator (ß = 0.284, t = 8.132, p = 0.000).

Interpretation: The findings of the study indicate that psychological risk fully mediates the relationship between social media marketing and purchase behaviour.

Key words: Environmental sustainability, Psychological risk, Purchase behaviour, Recycled products, SDG, Social media marketing

 

 

 

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