The Role of Social Media Information Sharing on Sustainable Fashion Purchase Intentions in Sri Lanka: Investigating the Mediating Role of the Theory of Planned Behavior

Abstract

Social media information sharing is recognized as a powerful communication tool capable of influencing sustainable fashion purchase intentions (SFPI). The authors contend that the Theory of Planned Behavior (TPB) offers a robust framework for understanding how sustainability-related information shared on social media positively shapes attitudes, subjective norms, and perceived behavioural control, thereby influencing sustainable purchase intentions. Accordingly, this study investigates the mediating role of TPB in translating social media information shared by sustainable fashion brands into SFPI in Sri Lanka. A quantitative approach was adopted, with data collected from 312 Sri Lankan social media users engaged with sustainable fashion. Analysis conducted through Structural Equation Modelling confirmed a significant positive relationship between social media information sharing and SFPI through the mediating role of TPB, with social media particularly playing a critical role in reassuring consumers, via perceived behavioural control, to engage with sustainable fashion brands.