The Role of Social Media Green Marketing in Shaping Brand Perception and Promoting Sustainable Consumer Behavior: A Gen Z Perspective

Abstract

This study explores the impact of social media marketing on brand perception and green purchase intention among Gen Z consumers. Using survey data from 328 respondents, regression and SEM analyses were conducted. Results show that social media marketing significantly improves brand perception. Brand perception also positively influences green purchase intention and mediates the relationship. The findings highlight the strategic role of social media in promoting sustainable consumer behavior.