THE IMPACT OF SOCIAL MEDIA ADVERTISEMENT ON YOUTH AS CONSUMERS OF GREEN PRODUCTS

Abstract

This study examines how youngsters are influenced by social media ads when making green product purchases, with a particular emphasis on the variables that influence this intention. A moderating variable as well as dependent and independent variable are used in this investigation. This study develops a conceptual framework by utilising the Theory of Planned Behaviour (TPB) for analysing how youth's desire to buy eco-friendly products is influenced by green value, environmental concern, green advertising, and green product knowledge. In keeping with the expanding influence of social media on consumer behaviour, the suggested framework also incorporates social media usage as a moderating factor between green advertising and green purchase intention. In accordance with the discussion to the study, young people who use social media frequently are exposed to green advertising that encourages sustainable consumption practices, which in turn affects their purchasing decisions. It is anticipated that environmental concern and green values will increase their inclination towards green products. Using social media increases the impact of green advertising since it exposes users to eco-friendly product information continuously. By laying the groundwork for further empirical research and providing guidance for marketers seeking to reach environmentally concerned youngsters through successful social media tactics, the study adds to theoretical and practical implications. Policymakers and companies can use this framework as a guide for devising campaigns that appeal to younger audiences and encourage sustainable purchasing patterns.