From Social Media to Green Purchasing: The Mediating Role of Environmental Awareness Among Indonesian Youth

Green Purchase Behavior (GPB) is shaped by consumers’ beliefs and willingness to act responsibly while considering the environmental consequences of their actions (Jaini et al., 2019). Consumers who demonstrate higher concern for environmental issues and possess a good understanding of the benefits of environmentally friendly products tend to exhibit more positive attitudes, which subsequently encourage green purchasing behavior (Harahap et al., 2018). The concept of Social Media Information Sharing (SMIS) is relatively new and has emerged only in recent years; therefore, scholars continue to explore its boundaries and definitions in greater detail (Sun & Xing, 2022). According to Sun & Xing (2022), social media has evolved into a digital public space that enables internet users to fulfill their social needs, including interaction and the exchange of information. Environmental Awareness (EA) refers to the extent to which an individual is concerned about issues related to the environment (Üzülmez et al., 2023). From another perspective, environmental awareness is defined as public consciousness regarding environmental problems, accompanied by enthusiasm to actively participate in identifying and providing solutions to these issues (Ariffin et al., 2016). More specifically, environmental awareness reflects individuals’ attitudes toward the environmental impacts resulting from human activities (Ait taleb et al., 2021).