How social media advertising influences sustainable purchase intentions in the digital age

Global studies indicate that consumers’ environmental apprehensions have progressively altered their purchasing behavior and prompted a re-evaluation of their purchases. The study uses the web-based advertising value framework, uses and gratification theory, and elaboration likelihood model to examine the effects of social media advertising on young female consumers’ purchase intentions of sustainable products. We collected the data through 501 offline surveys administered to young women who have encountered social media advertising, providing valuable insights into their perceptions and behaviors. We analyzed and validated the data through structural equation modelling using SmartPLS 4.0. The framework explains 51% of the variability in advertising attitude (R2 = 0.51) and 31% of the variance in purchase intention (R2 = 0.31). The results reveal that eWOM, advertising entertainment, and informativeness are the most critical factors influencing advertising attitudes, surpassing the effects of credibility and emotional appeal. The study recommends promoting sustainable practices by highlighting the role of positive word-of-mouth in generating public interest for sustainable purchasing. By integrating eWOM, incentives, and emotional appeal into the advertising value model, this research offers a comprehensive framework to understand the factors influencing consumers’ purchase intentions in social media advertising. These insights advance theoretical understanding and offer actionable recommendations for marketers seeking to align their advertising strategies with responsible consumption, production, and climate action. By leveraging social media advertising to promote sustainable consumption, businesses can contribute to global sustainability efforts while achieving their marketing objectives.