Consumers’ Drive to Share Knowledge Within a Green Clothing Online Community: Exploring the Roles of Hedonic, Functional, Psychological and Social Participatory Benefits

The article explores, what roles do hedonic, social, functional and psychological participatory benefits play within consumers’ knowledge sharing within a green clothing online community on Twitter. Prior literature demonstrates the importance of understanding consumers’ knowledge sharing online, as the latter influences consumers’ decision making and potential attitude and behaviour change. Considering the article context, green clothing, a handful of studies emphasise the prominence of how knowledge shared about pro-environmental behaviour can impact consumers’ adoption of a greener conscience. However, there is a paucity of literature that investigates the consumers’ drive to share knowledge within the context of green clothing. A qualitative research design, entailing two focus groups and 20 semi-structured interviews, is used to gain an in-depth comprehension to understand what drives consumers to share knowledge.