Initiating engagement among consumers and brands is crucial for promoting consumption and adopting environmental behavior from consumers. To encourage environmental consumption, it is essential to involve consumers in an interactive and reciprocal social media conversation, helping them consider how their purchases, usage, and disposal of goods and services affect the environment. This study aims to present the concept of social media consumers’ environmental engagement within the realm of environmental consumption and seeks to identify the factors that affect consumer involvement in environmental consumption. Surveying 511 consumers found that the indirect relationship between perceived environmental knowledge and buying behavior, environmental behavior, and e-word-of-mouth intention is significantly mediated by consumer environmental engagement in social media. Furthermore, green consumption values and social media consumers’ environmental engagement positively influence buying behavior, environmental behavior, and e-word-of-mouth intention. The findings of this study would fill in unresearched literature gaps about consumers’ environmental engagement in social media and consumers’ environmental behavior.