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