Abstract
Research on explaining the decision-making process of Generation Z consumers regarding green consumption, derived from the impact of social media marketing (SMM) based on a credible behavioral predictive model, has not been abundant. The present study addresses this gap in the literature by applying the social cognitive theory, the theory of planned behavior (TPB), with environmental knowledge (ENK) added (i.e., eTPB), and the quantitative method. The results reveal the relationship between SMM and eTPB components, with SMM as an essential antecedent in driving green consumption intention. ENK was also found to affect consumers’ attitudes. The predictive role of the eTPB components was also revealed, with significant effects of ENC, attitude, and perceived behavioral control. The findings enrich the literature. The study also offers some managerial implications for practice and a call to consumers to adopt green consumption behaviors.
Keywords: Environmental knowledge, social cognitive theory, generation Z, Social media marketing, green consumption.
JEL classification: D11, M31, O13, P36, Q5, Q56.
DOI: 10.63767/TCKT.34.2025.68.79
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
