The Impact of Social Media Information Sharing on the Green Purchase Intention among Generation Z

Abstract

With the growing influence of sustainable development in recent years, there has been an increasing focus on green consumption. Little previous research has highlighted the important influential role that social media information sharing plays in overall green consumption. This study aims to explore how social media information sharing influences green purchasing intentions of Generation Z. We constructed a theoretical framework for Generation Z’s green purchase intention based on SOR theory and elucidated the relationship between social media information sharing, perceived green value, subjective norms, and green purchase intention. This study discusses the dual mediating role of perceived green value and subjective norms and explores the moderating role of consumer occupation. Through a self-administered questionnaire survey of 274 members of Generation Z in China, we found that (1) social media information sharing has a positive effect on green purchase intention; (2) perceived green value and subjective norms are considered to play a partially mediating role in consumers’ green purchase intention relationship; (3) occupation mediates the moderating role of subjective norms in social media information sharing and green purchase intention, such that the mediating role of subjective norms is stronger for non-student consumers and insignificant for student consumers. Our findings not only enrich the empirical research on Generation Z’s green consumption, but may also help practitioners develop strategies to influence the intention and behavior of Generation Z consumers toward green products.

The Way to Save Environment from Green Consumer Behavior: The Role of Advertising, Media, and Lifestyle

“…The results of this study are not in line with research conducted by [5,21], which states that television advertising does not affect green consumer behavior. The age selection of respondents, in this case, students, is no longer affected by television advertisements compared to children who are still developing consumer behavior from an early age [17,19].…”

“…With the convenience available on various social media, teenagers increasingly enjoy consuming goods and services. Services that don't take precedence, that is, teenagers prefer to buy goods and services based on wants, not wants and needs [21,22]. Students should reconsider using or accessing social media to overcome consumerism to avoid green consumer behavior.…”

“…Measurement of each variable is as follows: (1) Dimensional measurements in green product advertising according to [16,17] are as follows: a) Attention contains attention; b) Interest (interest) contains attractiveness; c) Desire raises the desire to try or have; d) Action, leads to action to buy; (2) social media measurement adopted from [21,22,23] consists of participation; openness, conversation, community, connectedness; (3) lifestyle measurement adopted by [10] as follows: activities, interest, opinion; (4) green consumer behavior is measured by adaptation from Fromm, [19,27]with indicators: belief in buying eco-friendly product, consistency in purchasing eco-friendly products, maturity consume environmentally friendly.…”

“…Based on their experiences compared to social reality, individuals choose a series of actions and appearances that they consider appropriate and those that are not appropriate to be displayed in social space [20]. Lifestyles change dynamically; individual and societal lifestyles change over time; as students follow trends or what is often called the present era, there are consequences when economic power does not match lifestyle needs [21]. Most people follow the development of existing trends and do not want to be left behind with what trends are mushrooming.…”

“…It is supported by research conducted [26,27], which states that 52% of students use social media, in this case, Instagram, which will impact their daily lifestyle and make them spend more time on social media for a general lifestyle change like traveling, create more content. Recent research shows that social media significantly affects lifestyle [21,24]. Lifestyles and consumer patterns are becoming a trend for all groups, including teenagers, adults, and older people.…”