The effect of information adoption via social media on sustainable consumption intentions: The moderating influence of gender

This study examines the role of gender in the relationship between sustainability information on social media platforms and sustainable consumption intentions. The study assesses the influence of several information-related characteristics, such as usefulness, credibility, and quality, on the behavior of social media users in general and on purchase intention in particular. Information quality, usefulness, and source credibility have favorable correlations, according to data from an online survey of 285 customers. In the relationship between information acceptance and sustainable purchasing behavior, gender proved to be an essential moderator. The results give us a better understanding of the factors driving sustainable consumption intentions in the digital age.