A Study on the Impact of Green Consumption Information Dissemination and Green Concern on Consumers' Green Purchase Intention on Social Media

Abstract

Social media platforms impact consumer behavior, particularly regarding environmental sustainability. However, the impact of these platforms on promoting green consumption remains unclear, particularly in China. The gap between the widespread dissemination of green consumption information and actual behavioral change raises concerns about the effectiveness of social media campaigns in promoting genuine green consumption practices. A study aims to investigate the relationship between green consumption information dissemination, consumer green concern, and green purchase intentions in urban China. Preliminary findings show that green information significantly boosts green purchase intentions, particularly among younger and university-educated individuals