3.1. Social media

Social media refer to applications that enable users to create and share content while interacting with one another (Boyd & Ellison, 2007; Qualman, 2010). Studies have shown that social media profoundly influences individuals’ perceptions, attitudes, and purchasing decisions. According to Pop et al. (2020), social media platforms significantly alter consumer norms and subjective attitudes. This shift strongly influences perceptions, attitudes, and purchase decisions at every stage of the decision-making process (Faulds & Mangold, 2014). In addition, social media contributes to educating young consumers about environmental sustainability (Zhao et al., 2019) and plays an important role in shaping, and even transforming, their attitudes toward green consumption intentions(Sun et al., 2020; Zhang & Gupta, 2018; Zhao et al., 2019). Social media is widely regarded as one of the most effective and powerful tools in consumer marketing, as it has significantly transformed the ways in which marketers interact and communicate with customers (Zhao et al., 2019). This transformation has been demonstrated to have a profound effect on consumer activities on social media, which in turn exerts a positive influence on pro-environmental behaviors (Săplăcan & Márton, 2019). Furthermore, social media has been shown to affect various aspects of consumer behavior, including attitudes, subjective norms (Pop et al., 2020), perceived behavioral control (Sun et al., 2020), and green purchase intentions (Bedard & Tolmie, 2018; Boyd & Ellison, 2007). Moreover, social media (SM) marketing is considered an optimal choice for advertisers, as consumers tend to engage in groups that share similar viewpoints and lifestyles (Lee et al., 2018). This affinity-based engagement enables advertisers to target their audience more effectively, increasing the likelihood of their message being received and acted upon. Furthermore, today's customer awareness has become more sophisticated owing to social media, enabling them to adopt new strategies in evaluating, searching for, selecting, and purchasing products (Sun et al., 2020). As a result, advertisers must adapt their marketing strategies to meet the evolving needs and expectations of their target audience.

3.2. Attitude

According to (Allport, 1935), attitude is a mental and neural state of readiness, formed through experience, that directs an individual’s responses to related objects and situations. (Fishbein and Ajzen, 1975) define it as a person’s positive or negative evaluation of a specific object. This construct encompasses emotional, cognitive, and behavioral components and plays a critical role in shaping intentions and behaviors. In the context of green consumption, a favourable attitude is expected to increase young consumers’ willingness to engage in sustainable practices (Murwaningtyas et al., 2020; Taufique & Vaithianathan, 2018).

3.3. Subjective norms

Subjective norms (SNs) are critical concepts in social psychology and behavioral research and are often incorporated into models such as the theory of planned behavior (TPB) and the theory of reasoned action (TRA). According to (Paul et al., 2016a), social norms play an essential role in shaping sustainable consumption behaviors, as consumers are influenced by the expectations and evaluations of family, friends, and their surrounding community. Similarly, Taylor & Todd (1995a) define subjective norms as individuals’ belief that important referents (e.g., friends, family, colleagues) expect them to perform or refrain from specific behaviors. In the modern context, (K. Chen & Deng, 2016)  emphasize that the influence of social norms is increasingly pronounced in digital consumption environments. Social media, environmental campaigns, and online communities play significant roles in shaping social expectations. Therefore, subjective norms not only act as indirect determinants of behavior through intention but also serve as important indicators of cultural diffusion and social responsibility in sustainable consumption.

3.4. Perceived green product value 

Perceived green product value (PGPV) scale was developed to assess consumers’ perceptions of the overall benefits that green products provide, including both personal and socioenvironmental benefits. When they are of high quality, consumers tend to value green products. They also appreciate products that are safe for health and environmentally friendly (Maichum et al., 2017; Mohd Suki, 2016). Morever, (K. Chen & Deng, 2016) emphasize that perceived value is not only based on the physical characteristics of the product. It also includes ethical aspects, such as social responsibility and sustainability, which align with modern consumer behavior. Similarly, Ali & Ahmad (2016) suggest that young consumers are willing to pay a premium for green products when they perceive long-term benefits and positive environmental impacts. Moreover, green product value reflects the functional, emotional, and social aspects perceived by young consumers when they use these products (Y.-S. Chen, 2010; Kumar & Ghodeswar, 2015). When consumers perceive high value from green products, they are more likely to choose them. This, in turn, positively influences their purchasing behavior (Teng et al., 2013).

3.5. Perceived behavioral control

Perceived behavioral control (PBC) is a key concept in the theory of planned behavior. PBC indirectly affects behavior through intention and can also have a direct effect on actual behavior (Armitage & Conner, 2001b; Y.-S. Chen & Chang, 2013). Notably, social media is considered an important channel that reinforces the PBC. It does so by sharing information, promoting interaction, and facilitating the development of green consumption behaviors among young people (Thøgersen, 2006; Yadav & Pathak, 2017). On the basis of these theoretical foundations, the following hypothesis H2d regarding perceived behavioral control is proposed:

3.6. Green environmental awareness

Green environmental awareness (GEA) is defined as an individual’s ability to recognize and understand environmental issues, which in turn influences their attitudes and pro-environmental behaviors (Chen & Chai, 2010; Kollmuss & Agyeman, 2002; Mostafa, 2002). GEA plays a crucial role in promoting sustainable consumption, particularly among young people. This helps them understand the impact of their consumption behaviors on the environment and strengthens their intention to choose green products (Islam & Ali Khan, 2024); De Jesus et al., 2024).

According to the theory of planned behavior (TPB) developed by Ajzen (1991) and its extensions by (Ajzen, 2002) attitudes (ATs), subjective norms (SNs), and perceived behavioral control (PBC) all influence behavioral intentions. However, the effects of these factors may vary depending on an individual’s level of environmental awareness. Empirical studies indicate that when young consumers have high environmental awareness, GEA positively moderates the relationships among AT, SN, GPV, PBC, and green purchase intention (GPI), thereby further promoting sustainable consumption behavior (Kim & Lee, 2023; Shang et al., 2024; Zhuang et al, 2021). These insights provide the basis for the following moderating hypotheses regarding the role of GEA in young consumers’ green purchase intentions.