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

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.