Effect of Social Media Engagement on Purchase and Consumption of Sustainable Fast-Moving Consumer Products (SFMCPs): Mediating Effect of Price

The study aims to examine the effect of social media engagement on the purchase and consumption intention of sustainable fast-moving consumer products (SFMCPs) in Ghana, focusing on the mediating role of price. A quantitative study was conducted with online customers in Ghana. Data was collected using questionnaires distributed via online platforms, and a convenient sampling technique was employed. The hypotheses were tested using STATA for inferential analysis and potentially Structural Equation Modelling (SEM) from SMART-PLS or SPSS Amos. The sample comprised 921 participants. The results indicate a strong, statistically significant, positive effect of social media engagement on the consumption of SFMCPs. The consuming and contributing dimensions of social media engagement also had a statistically significant positive impact on price. However, the creating aspect of social media engagement had an insignificant influence on price, and the direct relationships between price and both consumption and purchase intention of SFMCPs were not statistically significant. This study however, contributes to the literature by examining social media engagement and its impact on the consumption and purchase of sustainable fast-moving consumer products, with a focus on the mediating role of price in Ghana. It provides insights for marketing strategies within the FMCG sector and contributes to the application of the COBRA model in a developing countries like Ghana.