Many studies deal with the effectiveness of social media on young people for their purchase behavior. Currently, electronic communication is carried out through the platform of social media for exchanging information, concepts, and user-generated material through networking and blogging. Green consumerism has come under more attention in recent years due to the increasing impact of sustainable development. Social media is a most potent instrument to devise the consumers’ behavior and is becoming more and more integrated into consumers’ everyday lives, transforming how consumers and marketers communicate with one another. The internet is widely used and has gained widespread commercial acceptance. The future research may be extended through a splitting sample considering the location of respondents and in terms of responses’ quartiles.
The practical implications of the present findings are helpful for policy makers to understand how social media is effective in combatting environmental deterioration in the context of China’s recent economic expansion. It is found that social media has a stimulus role for green consumption among the younger generation to devise their subjective norms and perceptions. The findings of the study have theoretical contributions as well as practical implications. Moreover, the occupation of consumers also has a mediating role in moderating the subjective norms regarding green consumption. In addition, perceptions about green environment and “subjective norms” have a strong mediating impact on increasing the intentions of consumers for purchasing of green products. The findings of this study reveal that information shared on social media has a positive relationship with green consumption among the younger generation in China. The mediating impact of the variables are explored through the bootstrap method and multiple regression is applied for finding the relationship among dependent and independent variables. A survey of 303 young people in China is conducted and multiple statistical techniques are applied to determine the reliability and validity of the data such as the Fisher F test, White’s test, the Durbin–Watson test, the Shapiro–Wilks test, and confirmatory factor analysis. This study has the objective to explore the impact of social media on the green purchase intentions of young people in the presence of subjective norms and perceived green value. The influence of social media on the younger generation’s behavior regarding green consumption through subjective norms and perceived green value is hardly discussed in the earlier literature with special reference to China. Social media has altered the green consumption market and completely changed consumer psychology and attitude. In response to the dramatic increase in social media usage among the young generation, the patterns of manufacturing and consumption have changed.
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