The Impact of Social Media Information Sharing on the Green Purchase Intention among Generation Z

With the growing influence of sustainable development in recent years, there has been an increasing focus on green consumption. Little previous research highlighted important influential role that social media information sharing plays overall This study aims to explore how influences purchasing intentions Generation Z. We constructed a theoretical framework for Z’s purchase intention based SOR theory and elucidated relationship between sharing, perceived value, subjective norms, intention. discusses dual mediating value norms explores moderating consumer occupation. Through self-administered questionnaire survey 274 members Z China, we found (1) positive effect intention; (2) are considered play partially consumers’ relationship; (3) occupation mediates intention, such is stronger non-student consumers insignificant student consumers. Our findings not only enrich empirical consumption, but may also help practitioners develop strategies behavior toward products.