Impact of Social Media on Young Generation’s Green Consumption Behavior through Subjective Norms and Perceived Green Value

In response to the dramatic increase in social media usage among young generation, patterns of manufacturing and consumption have changed. Social has altered green market completely changed consumer psychology attitude. The influence on younger generation’s behavior regarding through subjective norms perceived value is hardly discussed earlier literature with special reference China. This study objective explore impact purchase intentions people presence value. A survey 303 China conducted multiple statistical techniques are applied determine reliability validity data such as Fisher F test, White’s Durbin–Watson Shapiro–Wilks confirmatory factor analysis. mediating variables explored bootstrap method regression for finding relationship dependent independent variables. findings this reveal that information shared a positive generation addition, perceptions about environment “subjective norms” strong increasing consumers purchasing products. Moreover, occupation also role moderating consumption. theoretical contributions well practical implications. It found stimulus devise their perceptions. implications present helpful policy makers understand how effective combatting environmental deterioration context China’s recent economic expansion. future research may be extended splitting sample considering location respondents terms responses’ quartiles.