A STUDY OF YOUNG CHINESE CONSUMERS' GREEN PURCHASING BEHAVIOR FROM THE PERSPECTIVE OF SOCIAL MEDIA: AN ANALYSIS BASED ON THE TPB THEORY
Keywords:
Social Media, Green Consumer Behavior, Young Chinese Consumers, Theory of Planned Behavior (TPB).Abstract
Abstract: Sustainable development is proposed in the context of current environmental problems such as resource depletion, global warming and atmospheric pollution, all of which are serious consequences of human's o ver-consumption of products and services. Sustainable development advocates green consumption, which means that consumers minimize their impact on the environment in the process of purchasing, using and disposing of products. The purpose of this study is to explore the green purchasing behavior of young Chinese consumers from a social media perspective and how it relates to a theoretical construct, the Theory of Planned Behavior (TPB). By adopting both qualitative and quantitative research methods, this study analyzes the influence of social media on young Chinese consumers' green purchasing behavior and the mediating roles of individual attitudes, subjective norms, and perceived behavioral control in this process. The findings reveal that social media plays an important role in shaping young consumers' attitudes and perceived behavioral control towards green purchasing, and also confirm the effectiveness of TPB in explaining this behavior. The findings of this study are important for an in-depth understanding of young Chinese consumers' green purchasing behavior and its drivers in the social media environment, and provide useful insights for relevant companies and policy makers.
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