The Association between Social Media Marketing and Consumers’ Green Products Purchasing Intention in China

Abstract

This study focuses on the impact of social media marketing on consumers’ green purchasing behavior in China, and attempts to explain whether and how social media marketing affects consumers’ green purchasing behavior in China. In the impact of social media marketing on consumers' purchase of green products, this paper contends that brand equity and brand image play the mediating roles, while product knowledge plays a moderating effect between social media marketing and consumers' purchasing intention of green products. This article adopts quantitative analysis methods to test the research hypotheses proposed in this article. This study collected 500 first- hand data in the form of a survey questionnaire then processed and analyzed the data using PROCESS and SPSS statistical software. Results showed that social media marketing has a direct effect on purchasing intention of green products, brand equity mediates social media marketing and purchasing intention of green products, moderated by product knowledge, brand image mediates social media marketing and purchasing intention of green products, moderated by product knowledge. The article introduces the impact and processes of SRHRM. Theoretical implications highlight the novel examination of the relationship between social media marketing, brand image, and consumers’ intentions to purchase environmentally friendly products.