Driving Green Consumption Behavior: Harnessing Social Media Marketing and Pro-Environmental Behavior

Abstract

The natural environment is seriously threatened by a variety of environmental issues. Green consumption practices are crucial for protecting the environment, which eventually helps society as a whole. The purpose of this study is to look at how social media affects young people's green consumption behaviors when they exhibit pro-environmental behavior. With the lens of the theory of planned behavior, this study explores the role of social media marketing. Additionally, this research aims to explore how pro-environmental behavior might act as a mediator. Data was collected from 310 college and university students through email. The hypothesized model has been tested using structural equation modeling (SEM) on PLS. Results exhibited that social media marketing positively influenced pro-environmental behavior and green consumption behavior. Pro-environmental behavior positively mediates the relationship. By integrating digital marketing techniques and environmental psychology, this research offers new insights. Marketers and legislators use these insights to develop more successful social media campaigns that support green products and foster pro-environmental attitudes. Businesses wanting to grow their eco-friendly product offerings may benefit from this study, which examines how social media influences customer behavior toward green consumption for environmental protection.