The role of social media in promoting green consumption: A case study of Naturenz products in Can Tho City

Abstract

This research investigates the role of social media in consumers’ green consumption behavior in Can Tho City. This study surveyed 349 customers in the city using Naturenz products. This study employs the Theory of Planned Behavior (TPB) and Media Dependence Theory (MDT) to examine the relationships among social media, media content, attitudes, and subjective norms related to green consumption behavior. The analytical methods used to analyze the data include measures of scale reliability (Cronbach’s Alpha), EFA, CFA, SEM, and ANOVA. Four determinants of green consumption were evident: (1) social media, (2) media content, (3) attitudes towards green consumption, and (4) subjective norms. Social media particularly affects consumers’ awareness of green consumption the most (β = 0.548). Research results indicate that attitudes and subjective norms mediate green consumption behavior. This research adds to the academic literature by developing a consistent measurement scale for social media and green consumer behavior. Furthermore, the paper offers managerial implications to guide customers in Can Tho City to use Naturenz products through their social media activities to promote green consumption behavior.