Transforming consumers' intention to purchase green products: Role of social media
研究通过扩展计划行为理论，加入绿色思维、社交媒体使用和营销变量，基于785份问卷数据，发现态度、主观规范、感知行为控制、绿色思维和社交媒体营销正向影响消费者在社交媒体上的绿色产品购买意向。
This research aims to examine consumers' green product purchasing intentions and observe how social media marketing (SMM) and social media usage (SMU) actively influence consumers' sustainable consumption behavior. We propose a new model for evaluating consumers' green purchase intentions (GPI) through social media (SM) by expanding the Theory of Planned Behavior (TPB) with additional variables, namely green thinking, social media usage, and social media marketing. 785 usable responses were collected using a self-administered questionnaire, and PLS-SEM was applied to perform the analysis. Findings suggest that attitude, subjective norms, perceived behavior control, green thinking, and social media marketing have a strong and positive association with the intention to purchase green products on social media. To the best of the authors' knowledge, this is the first empirical research to explore the moderating-mediating impact of social media usage interaction on the proposed TPB model, bridging research gaps by investigating the effect of consumers' green purchase intentions. Theoretical, managerial, and policy contributions are discussed.