The Influence of Facebook on the Buying Behaviour of Organic Product Consumers – Generations Y and Z

Abstract

Several behavioural changes have taken place during the era of digital globalisation, one of which is the growing importance of social media. A study by We Are Social shows that 70% of social media users turn to these platforms to seek information about products before deciding whether to proceed with a purchase. This has led to a paradigm shift in the relationship between consumers and brands. Consequently, it has become essential for companies to develop digital marketing strategies for their social media profiles, particularly in competitive markets such as organic products. The aim of this study is to understand whether Facebook influences the purchasing behaviour of organic product consumers and which features have the greatest impact on these individuals. A quantitative methodology was adopted, using an online questionnaire that collected 205 responses. The results indicate a positive influence of Facebook functionalities on the purchasing behaviours of organic product consumers. Among the features analysed, the “like” button, the “share” button, and advertising were found to be the most influential, particularly among Generation Z.