Analyzing Gen Z's Perspectives on Social Media Influence and Green Food Purchase Intentions: The Significance of Sustainability Awareness
DOI:
https://doi.org/10.63556/jotags.2026.1858Keywords:
Social media influence, Green purchase intention, Generation z consumers, Sustainability awareness, Sustainable marketingAbstract
This study investigates the drivers of green purchase intention and behavior among Generation Z by extending the theory of planned behavior (TPB) with digital and psychological determinants. Data were collected through a structured survey questionnaire administered via online. In total, 523 valid responses were collected. Data analysis was conducted using covariance-based structural equation modeling (CB-SEM). The findings indicated that social media usage is strongly associated with attitudes and subjective norms, highlighting its central role as a digital normative and information source. Perceived consumer efficacy significantly increased perceived behavioral control, whereas perceived green values and health consciousness had no effect on attitude, revealing a notable value-health asymmetry within this cohort. Attitudes, subjective norms, and perceived behavioral control increased green purchase intention, which strongly predicted green purchasing behavior. By integrating social media participation and consumer self-efficacy into the TPB, this study advances theoretical understanding of sustainable consumption and provides actionable insights for developing targeted environmental communication and green marketing strategies for young consumers. This research extends the TPB by integrating social media-related cognitive factors into green consumption research and provides novel evidence from Generation Z consumers highlighting the role of digital interactions in shaping sustainable food choices.
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