The Mediating Effect of Perceptions of Green Products on the Relationship Between Social Media Usage and Consumer Engagement among Gen Z and Millennials on Small Medium Enterprises

Social media is reshaping how Gen Z and Millennials perceive and engage with green products, yet it remains unclear whether these perceptions lead to meaningful consumer engagement. This study examined whether perceptions of green products mediate the relationship between social media usage and consumer engagement. The researchers employed a quantitative, non-experimental research design using a descriptive-causal methodology, which utilized mediation analysis. The study involved a sample of 260 respondents, comprising 130 Gen Z and 130 Millennial consumers from Santo Tomas, Davao del Norte. Respondents were selected using a random sampling technique. Data were gathered using three modified and adapted survey questionnaires, which were subjected to content validity and followed ethical research guidelines. Data were analyzed using mean, Pearson correlation, and path analysis for mediation testing. Results revealed a strong correlation between social media usage and consumer engagement (r = 0.764, p < 0.05), a moderate correlation between social media usage and perceptions of green products (r = 0.561, p < 0.05), and a weak correlation between perceptions of green products and consumer engagement (r = 0.333, p < 0.05). Path analysis confirmed that perceptions of green products partially mediate the relationship, accounting for 20.5 percent of the total effect. Based on these findings, the study recommends that SMEs enhance consumer education, and green advertising, while future research may explore brand authenticity, influencer marketing, and ethical consumerism. To drive change, businesses may move beyond awareness and create impactful engagement that foster lasting consumer commitment to green products.