The role of firms’ communication about eco-friendly products on social media and conventional media post-COVID-19

Purpose The paper examined the impact of corporate communication about eco-friendly products on social media (CSM) and conventional media (CCM) on individuals/buyers’ intent for co-creating environmental values (ICEV) post-Coronavirus pandemic in Indonesia. Design/methodology/approach Data were gathered from 561 individuals/buyers, via cross-sectional sampling in Bandung city, Indonesia. Next, this study used structural equation modelling to assess the theoretical model and hypothetical relationships. Findings Both factors, i.e. CCM and CSM, positively and significantly affect ICEV. Originality/value The paper is an original attempt to assess the impact of corporate communication about eco-friendly products on media toward ICEV in Indonesia’s post-Coronavirus pandemic. Besides, it is an initial effort to create the notions of success expectancy and self-efficacy and analyse whether these two concepts can become factors that mediate the effects of corporate CCM and CSM on buyers’ ICEV. This paper also develops ICEV to expand social cognitive theory from the perspective of co-creating environmental values.