Drivers of sustainability: technological and relational factors influencing young consumers’ green buying intentions and green actual consumption behavior

Purpose This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on technology and youth green buying intention (GBI). Additionally, this study endeavors to examine the moderating effect of adolescent green organizational citizenship behavior (OCB) on the association between young consumer GBI and young GACB. Design/methodology/approach The data for this study was collected from a sample of 282 university students located in the southern region of China. A time lag approach was used in this study, with data being gathered during two separate intervals spaced apart by duration of two months. Findings The findings of this study demonstrate that both technological and relational factors play a significant role in predicting young consumer GBI, which in turn predicts young GACB. Additionally, the results indicate that GBI is a crucial facilitator in the investigation. Furthermore, the results reveal that young green OCB serves as a significant moderator, enhancing the association between young consumer GBI and young consumer GACB. Originality/value The present study provides a novel perspective on the examination of how technology and relational factors impact young consumers, offering a deeper understanding of their intentions and actual consumption behavior. The findings of this study offer both theoretical and practical implications for academics, policymakers, senior managers and practitioners, providing valuable insights into the field.