Digital Transformation and Its Impact on Environmental Awareness and Green Consumption Among Students

In the current digital era, the influence of technology on environmental awareness and green consumption behaviors is significant, especially among the youth. This study aims to explore how digital transformation can foster an increase in environmental awareness and green consumption intentions among students. Utilizing the Theory of Planned Behavior (TPB) as a framework, this research applies Exploratory Factor Analysis (EFA) to identify key factors that drive the green consumption behaviors of students. Preliminary findings indicate that enhanced awareness through digital means and perceived social pressure are pivotal in shaping students’ green consumption intentions. Specifically, digital accessibility to green products appears to play a crucial role, suggesting a unique intersection between technology and environmental sustainability. This study not only highlights the critical role of digital platforms in promoting sustainable consumption but also aligns with the broader environmental objectives of developing sustainable technologies in today’s digital landscape.