Driving mindful consumption: The impact of informational, affective and normative cues in sustainable tiktok content

Abstract

Purpose: In the era of rapidly developing technology, social media platforms, especially TikTok, have had a significant impact on viewer behavior. TikTok has emerged as one of the most popular apps today. The research focuses on exploring how sustainable TikTok videos impact viewers. By analyzing video characteristics, this study provides a deeper insight into how video characteristics impact mindful consumption behavior. In addition, the research also delves into the impact of videos on people's awareness of the consequences and ascription of responsibility for environmental worldview issues. Research objects: The objects of the research including factors affecting Mindful consumption are Informational cues, Affective cues, Normative cues, Adverse consequences for value objects, Ascription of responsibility, Environmental worldview. Range of research: The subjects of the research were people using TikTok and watching sustainable TikTok Video in Vietnam. Primary data was collected from 350 responses through questionnaires on the Google Form platform. Also, a qualitative interview and online survey took place within 4 weeks (12/2023 to 1/2024). Methodology: In this study, a quantitative research method is used as the main method. In addition, the combination of qualitative research methods also helped strengthen the research topic and complement quantitative research results. Primary data were collected by spreading a questionnaire to students through the Google form. The data of this study were processed by using SmartPLS 4.0 and SPSS 22.0 software. Originality/Contributions: Research helps businesses have business strategies for developing their sustainable products and services and marketing on the TikTok platform. From there, promote business processes and build a positive image to attract and retain customers while actively contributing to creating global sustainability.