THE IMPACT OF SOCIAL MEDIA MARKETING ON GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF SUBJECTIVE NORM
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This research article aims to: 1) examine the direct effect of social media marketing on green purchase intention; 2) test the influence of social media marketing on subjective norm and the effect of subjective norm on green purchase intention; and 3) verify the mediating role of subjective norm in the relationship between social media marketing and green purchase intention. A quantitative survey was conducted among residents in Yunnan Province, China, collecting data from 454 valid respondents, which were analyzed using structural equation modeling.
The research results found that:
1) Social media marketing has a significant positive effect on green purchase intention.
2) Social media marketing significantly influences subjective norm, and subjective norm significantly influences green purchase intention.
3) Subjective norm partially mediates the relationship between social media marketing and green purchase intention.
As global environmental concerns such as climate change and resource scarcity escalate, understanding the psychological drivers of sustainable consumption has become imperative. This study investigates the influence of social media marketing (SMM) on green purchase intention (GPI) among residents in Yunnan Province, China, specifically examining the mediating mechanism of subjective norm (SN). Grounded in the Stimulus-Organism-Response (S-O-R) framework, the research conceptualizes SMM as an external stimulus that shapes the internal organismic state (SN), which subsequently drives the behavioral response (GPI). Data were collected via an online survey from 454 valid respondents and analyzed using Structural Equation Modeling (SEM). The empirical results demonstrate that SMM exerts a significant positive impact on both SN and GPI. Furthermore, mediation analysis reveals that SN significantly influences GPI and serves as a partial mediator in the relationship between SMM and GPI. These findings suggest that social media fosters green consumption not only through direct information dissemination but also by reinforcing social expectations and perceived peer pressure. Theoretically, this study refines the S-O-R model and the Theory of Planned Behavior within a regional, collectivist context. Practically, the results suggest that marketers and policymakers should leverage influencer endorsements and community-centric content to normalize sustainable behaviors and cultivate pro-environmental social norms.
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