The influence of social media marketing on sustainable consumption behavior: The role moderating of perceived environmental responsibility

Abstract

As Goal 12 raises the issues about sustainable consumption and production, consumers are becoming more and more involved in environmental protection initiatives, and sustainable consumption behavior is the consumer sector's expression of environmental consciousness. This study uses bibliometric analysis to explore the core determinants affecting sustainable consumption behavior. “Then, Agenda-setting theory and the IMB skills model are applied as the theoretical basis for explaining the issue of the influence of social media on sustainable consumption behavior. In this research, a questionnaire survey was conducted among the public in Ho Chi Minh City, with a sample size of 341. According to the findings of the study, individuals are inclined to use social media to obtain environment-related information, and shape their sustainable consumption behavior via environmental sustainable awareness and environmental risk perception. Perceived environmental responsibility moderates the relationship between behavioral intention and most of the mediators, except environmental knowledge”. Social media has no impact on environmental knowledge due to other objective reasons