From Social Media to Green Purchasing: The Mediating Role of Environmental Awareness Among Indonesian Youth
Description
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).
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Steps to reproduce
This study adopted a quantitative survey design. Data were collected through an online questionnaire using measurement indicators adapted from validated prior studies (Table 3.1). A cross-sectional survey was conducted from November 2025 to January 2026 among Generation Z respondents residing in major cities in Indonesia. Convenience sampling was employed, with filtering questions to ensure that respondents were Gen-Z, active users of Instagram and TikTok, engaged in sharing information and consuming content related to environmental and sustainable issues, and had previously purchased environmentally friendly products. Sample size determination was based on Structural Equation Modeling (SEM) using SmartPLS4. An a priori power analysis was conducted with G*Power using an F-test (Linear multiple regression—fixed model, R² deviation from zero), assuming a medium effect size (f² = 0.15), α = 0.05, power (1–β) = 0.95, and two predictors in the Green Purchase Behavior (GPB) model: Social Media Information Sharing [SMIS] and Environmental Awareness [EA]. The minimum required sample size was 107 respondents. All constructs were operationalized using previously validated instruments (Table 1). SMIS was measured using three indicators—accessibility, engagement, and trust—adapted from Aiswarya et al. (2024) (Sustainability). Environmental Awareness (EA) was measured using concern, responsibility, and control, adapted from Li and Shan (2025) (Frontiers in Nutrition). Green Purchase Behavior (GPB) was measured using checking, preference, and product, adapted from Akandere and Gümrah (2025) (Folia Oeconomica Stetinensia).
Institutions
- Bina Nusantara UniversityDKI Jakarta, West Jakarta