The effect of social media exposure, environmental concern and consumer habits in green consumption intention

PurposeThis study aims to look into consumers' green consumption intention by incorporating social media exposure, environmental concern and habit into theory of planned behavior (TPB) in the context of China advocating green consumption.Design/methodology/approachBased on the data collected from online survey, this study use partial least squares structural equation modeling (PLS-SEM) to analysis the measurement model and structure model.FindingsThe results show attitude, social media exposure, environmental concern and subjective norms are important determinants of consumers' intention to purchase green products.Originality/valueThis study explores the new associations between the major constructs of the TPB model in green consumption. This study also expanded the TPB model by adding three extra factors, namely social media exposure, habit and environmental concern. In addition, this study attempts to bridge the gap between attitude and intention from a new perspective by using social media exposure as a moderating variable.