Driving Environmental Change: The Impact of Social Media on Gen Z’s Sustainability Efforts

Abstract

This empirical study investigates the factors influencing green purchase intentions and green consumption behavior among Generation Z using SmartPLS for analysis and data collected from over 298 respondents. The study focuses on the role of social media engagement, environmental awareness, green advertising perception, social media influencers advocacy, and platform features in shaping sustainable consumption patterns. Results reveal that social media engagement and environmental awareness significantly impact green purchase intentions, demonstrating the importance of digital interaction and environmental knowledge among Generation Z. Furthermore, the study highlights the positive influence of credible green advertising, social media influencers advocacy, and engaging platform features in enhancing green purchase intentions. The findings confirm that green purchase intentions significantly drive green consumption behavior, emphasizing the importance of aligning marketing strategies and digital tools with the values of this demographic. By providing a detailed examination of these relationships, the study offers actionable insights for stakeholders, including businesses, policymakers, and educators, to design strategies that effectively promote sustainable behaviors. This research contributes to the growing literature on sustainability and digital engagement, offering a robust framework for understanding the drivers of environmentally conscious consumption in the digital age.