Proceedings of the 4th International Conference on Informatization Economic Development and Management, IEDM 2024, February 23–25, 2024, Kuala Lumpur, Malaysia

Research Article

Driving Forces of Chinese Consumers' Green Purchase Intentions in the Era of Big Data: A Social Media Perspective

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  • @INPROCEEDINGS{10.4108/eai.23-2-2024.2345881,
        author={Gang  Wang and Rosidah Binti Musa and Baihua  Li and Shijie  Kou},
        title={Driving Forces of Chinese Consumers' Green Purchase Intentions in the Era of Big Data: A Social Media Perspective},
        proceedings={Proceedings of the 4th International Conference on Informatization Economic Development and Management, IEDM 2024, February 23--25, 2024, Kuala Lumpur, Malaysia},
        publisher={EAI},
        proceedings_a={IEDM},
        year={2024},
        month={5},
        keywords={big data era social media green purchase intentions theory of reasoned action},
        doi={10.4108/eai.23-2-2024.2345881}
    }
    
  • Gang Wang
    Rosidah Binti Musa
    Baihua Li
    Shijie Kou
    Year: 2024
    Driving Forces of Chinese Consumers' Green Purchase Intentions in the Era of Big Data: A Social Media Perspective
    IEDM
    EAI
    DOI: 10.4108/eai.23-2-2024.2345881
Gang Wang1,*, Rosidah Binti Musa1, Baihua Li2, Shijie Kou2
  • 1: City University Malaysia
  • 2: Hebei GEO University
*Contact email: wangganghr@sina.com

Abstract

In the era of big data, the green purchase intentions of Chinese consumers are undergoing a transformation, with social media playing a crucial role. Grounded in the Theory of Reasoned Action (TRA), this study employs structural equation modeling to analyze 316 survey responses, yielding the following key findings: social media exerts a significantly positive influence on consumers' green purchase intentions. Further analysis reveals that the impact of social media on green purchase intentions is not a singular, direct effect but is realized through multiple dimensions of intermediary variables, namely, consumers' Green Perceived Value, Green Product Knowledge, Environmental Consciousness, Attitude, and Subjective Norms. The multidimensional influence pathways demonstrate the rich and intricate mechanisms through which social media guides green consumption.