Impact of Social Media Information on the Adoption of Sustainable Behavior: A Gender Perspective

The increasing prevalence of social media platforms and digital technology has generated interest in the link between consumer-to-consumer communication and sustainable behavior. This research aims to assess the effect of sustainability information shared through social media on the adoption of eco-friendly practices, while considering gender. By exploring the relationship between environmental concern, perceived sense of responsibility, and sustainability information on social media, this study seeks to clarify the complexities of this connection. A survey was distributed through social networks to 300 consumers to evaluate the proposed theoretical framework. The analysis of the collected data revealed a positive relationship between sustainability-related information seeking and social media for sustainability-related information, and dependency on social media for sustainability-related information and environmental concern. The Study underscores social media’s pivotal role in influencing sustainable consumer behavior, offering strategic insights for businesses and policymakers. The study’s findings also suggest a direct association between environmental concern and its effect on sustainable behavior purchase intentionPurchase intention, consumers’ perceived sense of environmental responsibility, consumers’ perceived sense of environmental responsibility, and consumers’ sustainable behavior purchase intention. Finally, the research confirms that consumers’ perceived sense of environmental responsibility is a significant predictor of their sustainable behavior purchase intention with the moderation of gender.