From slogans to actions: How does social media marketing and collectivism drive green consumption behaviour?

Purpose The purpose of this study is to investigate the factors that influence customers’ green consumption intention by integrating social cognitive theory (SCT) and the cognitive affective conative (CAC) framework. Design/methodology/approach Survey questionnaire was employed to collect data. Then, this study adopts artificial neural network (ANN) to check the robustness of partial least squares-structural equation modelling (PLS-SEM) empirical results. Findings The findings confirm that social media marketing and collectivism are potent external stimuli to promote green consumption intention. Significant variables identified in the PLS-SEM analysis were used for ANN models, demonstrating the robustness of the PLS-SEM findings. Originality/value The primary theoretical contribution lies in the application of SCT theory and the CAC framework in the context of green consumption, an area that has been relatively underexplored in previous studies. Additionally, the study provides managerial implications for marketers by emphasising the significance of social media marketing and collectivism in influencing consumers’ cognition and affect.