Social Media Green Marketing: How Self‐Monitoring Shapes Consumer Engagement and Eco‐Purchase Intentions

ABSTRACT Marketing scholars and practitioners are paying increasing attention to social media as a crucial tool for communicating firms' sustainable activities to consumers. This study examines how consumers perceive and engage with social media green marketing, and how their engagement influences their intentions to purchase green products and brands, focusing on self‐monitoring and the distinction between corrective and cultivating green marketing types. The study draws on data from a large‐scale experimental survey of 866 Korean consumers. First, corporate green marketing closely related to core business operations facilitates stronger consumer engagement; second, consumers with high self‐monitoring tendencies are likely to engage with social media green marketing; third, consumer engagement influences consumer purchase intentions; and fourth, engagement partially mediates the relation between self‐monitoring and purchase intentions. The findings underscore the central role of engagement as both a psychological mechanism and a behavioral outcome in digital green marketing contexts.