Ecollabo8 is a sustainability-focused brand that leverages Instagram marketing to promote eco-friendly products, yet consumer adoption remains a challenge due to low environmental awareness and hesitation toward green purchasing. The gap between consumer intention and actual purchase behaviour on social media raises concerns about the effectiveness of digital marketing in driving sustainable consumption. Accordingly, this study analyses how Instagram marketing influences consumer behaviour and increases purchase intention for eco-friendly products. The method used is a quantitative survey-based approach, applying the Elaboration Likelihood Model (ELM) and Theory of Planned Behaviuor (TPB) to assess the impact of Instagram marketing on purchase intention through both central and peripheral message processing routes alongside attitude toward behaviour, subjective norms, and perceived behavioural control. The results reveal that Instagram marketing positively influences purchase intention, mainly through the central route, attitude toward behaviour, subjective norms, and perceived behavioural control. However, the peripheral route does not significantly impact purchase intention, suggesting that consumers of eco-friendly products are more likely to be persuaded by logical arguments and social influence rather than superficial cues. The findings highlight the importance of engaging visual content, influencer endorsements, and informative messaging in strengthening consumer trust and motivation to adopt sustainable consumption practices.


Keyword: Instagram Marketing, Purchase Intention, Elaboration Likelihood Model, Theory of Planned Behaviour.