THE ASSOCIATION BETWEEN SOCIAL MEDIA MARKETING AND CONSUMERS’ GREEN PRODUCT PURCHASING INTENTION IN CHINA

Abstract

Green consumption, originating from the consumption phase, fosters a resource-efficient and environmentally friendly societal model. This approach proves advantageous in addressing green development by influencing the source and establishing a sustainable and ecological economic growth model. The rise of social networks facilitates widespread exposure to novel products through live broadcasts, enticing consumer purchasing impulses. This trend allows individuals to make purchases conveniently from their homes via online platforms. The increased use of social media prompts citizens to actively engage with social and environmental issues, thereby enhancing awareness within the social business environment. The primary objective of this research is to examine the impact of social media marketing campaigns on the green purchasing behaviour of Chinese consumers. The study aims to elucidate the influence of social media marketing on the environmentally conscious buying patterns of Chinese consumers and investigate the mechanisms through which this impact occurs. Specifically, this investigation explores the potential mediating role of brand image in the relationship between social media marketing and the adoption of environmentally friendly products by consumers. To empirically test the hypotheses proposed in this article, quantitative analytical methodologies were employed. A questionnaire-based approach yielded five hundred first-hand data points, subsequently processed and analysed using statistical software programs such as AMOS and SPSS. The empirical findings of this study affirm the correctness of each hypothesis.