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<p>This study examines the determinants of green purchase behavior (GPB) among young consumers in a digital context by integrating drive for environmental responsibility (DER), social media attachment (SMA), green product knowledge (GPK), and green consumption values (GCV) within the Theory of Reciprocal Determinism (TRD). In addition, it investigates the moderating role of SMA in the relationship between DER and GPB, as well as the role of attitude in the link between GCV and GPB. Survey data from 285 participants aged 18 to 30 collected using a non-probability sampling method. Partial Least Squares Structural Equation Modeling (PLS-SEM) were utilized in the study. The findings reveal that DER, SMA, GPK, and GCV positively influence GPB. However, the moderating effects of SMA and attitude are not supported, indicating that these factors act as independent predictors rather than conditional influencers of GPB. These results provide theoretical insights into the stability of behavioral drivers and reinforce the importance of cognitive and environmental determinants within the TRD framework, even without significant interaction effects. The findings emphasize the significance of individual DER, digital engagement, GPK, and values among urbanized and digitally connected youth, promoting GPB in the digital era. The research offers an original contribution by integrating DER and SMA within the TRD framework in the context of Malaysian digital sustainability. It extends green consumption beyond the Western perspective and provides novel empirical evidence from an emerging economy. The study highlights the theoretical, practical, and policy implications of these findings.</p>

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Drive for environmental responsibility and social media attachment among young people in a digital age

  • 期刊论文

  • 发表日期：

    2026年4月28日

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  • Osarodion Ogiemwonyi,
  • Wirya Najm Rashid,
  • Bestoon Abdulmaged Othman,
  • Md. Faisal-E-Alam,
  • Berenika Dyczek

摘要

This study examines the determinants of green purchase behavior (GPB) among young consumers in a digital context by integrating drive for environmental responsibility (DER), social media attachment (SMA), green product knowledge (GPK), and green consumption values (GCV) within the Theory of Reciprocal Determinism (TRD). In addition, it investigates the moderating role of SMA in the relationship between DER and GPB, as well as the role of attitude in the link between GCV and GPB. Survey data from 285 participants aged 18 to 30 collected using a non-probability sampling method. Partial Least Squares Structural Equation Modeling (PLS-SEM) were utilized in the study. The findings reveal that DER, SMA, GPK, and GCV positively influence GPB. However, the moderating effects of SMA and attitude are not supported, indicating that these factors act as independent predictors rather than conditional influencers of GPB. These results provide theoretical insights into the stability of behavioral drivers and reinforce the importance of cognitive and environmental determinants within the TRD framework, even without significant interaction effects. The findings emphasize the significance of individual DER, digital engagement, GPK, and values among urbanized and digitally connected youth, promoting GPB in the digital era. The research offers an original contribution by integrating DER and SMA within the TRD framework in the context of Malaysian digital sustainability. It extends green consumption beyond the Western perspective and provides novel empirical evidence from an emerging economy. The study highlights the theoretical, practical, and policy implications of these findings.