Viral for the earth: How marketing and environmental awareness drive fans' perceptions,attitude,and behavior

Abstract

The rise of global interaction has shifted marketing toward digital platforms, making social media a potent catalyst for rallying support for social and environmental movements, especially in the nonprofit sector. This study examines how viral marketing and environmental awareness are associated with fans’ perceptions of pro-environmental sustainability initiatives, relate to environmental attitudes, and demonstrate associations with supportive behaviors. Drawing on Social Presence Theory, the study explains how interactions within digital communication media shape social tion and behavioral responses. Using a quantitative approach, data were collected through questionnaires from 116 followers of Pandawara Group on Instagram and TikTok and analyzed using Partial Least Squares–Structural Equation Modeling. Findings reveal that viral marketing is significantly associated with perceptions of sustainability initiatives and positively associated with environmental attitudes. In contrast, environmental awareness does not show a significant association with perceptions of specific initiatives but demonstrates a significant association with supportive behavior. Notably, a positive environmental attitude mediates the relationship between perceptions and action, thereby encouraging supportive behavior. These insights highlight that nonprofit organizations should focus on educational and persuasive social media content to promote sustainable and pollution-free public spaces, aligning with Sustainable Development Goal 11, sustainable cities and communities.