Transforming green purchase behavior through social media: a chain-mediation analysis based on green perceived value

This investigation explores the linkages between social media usage and environmentally friendly purchasing decisions by merging the Howard–Sheth Model with consumption value theory. In contrast to previous studies that consider social media as a uniform driver, our conceptual model differentiates between symbolic stimuli (social media marketing) and social stimuli (social media usage) as separate input variables. Green perceived value functions as a key intermediate factor, with green purchase intention and green purchase behavior being designated the output variable. Using PLS-SEM on 502 valid survey responses, the analysis reveals meaningful connections among SMU, SMM, GPV, GPI, and GPB. Via the sequential mediation of GPV and GPI, both SMM and SMU demonstrate indirect linkages with GPB. The theoretical contribution of this work lies in advancing our knowledge of green purchase behavior. At the same time, it furnishes businesses with practical measures to design and implement effective green marketing initiatives in the social media landscape.