Volume 02, Issue 6
Published on: June 2026
INFLUENCE OF SOCIAL MEDIA ON GREEN CONSUMER BEHAVIOR
ABHISHEK SINGH
Maharana Pratap Engineering College, Kanpur
Article Status
Plagiarism Passed
Peer Reviewed
Open Access
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Abstract
This study investigates the influence of social media platforms on green consumer behavior among young adults in Kanpur, a rapidly digitalising tier-2 city in India. Employing a descriptive cross-sectional design with a structured questionnaire administered to 200 respondents aged 18–26, the research identifies eco-content authenticity, peer-driven green social proof, and online eco-community participation as the three dominant predictors of sustainable purchase intentions. Instagram and YouTube emerge as the most influential platforms for shaping environmental awareness and green consumption habits, while greenwashing scepticism, information overload, and influencer fatigue constitute the primary barriers to deeper green loyalty formation. Findings reveal that 80–84% of respondents regard perceived brand eco-authenticity as the single most critical determinant of green purchase decisions — outweighing price and product quality. Grounded in the Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT), and the Value-Belief-Norm (VBN) model, this study contributes original empirical insights on digital green consumerism in tier-2 urban India, an underrepresented context in existing sustainability marketing literature, and provides actionable strategic recommendations for eco-brand managers, platform developers, and policymakers.
Keywords: Social Media · Green Consumer Behavior · Sustainable Consumption · Environmental Awareness · Eco-Influencer Marketing · Greenwashing · Theory of Planned Behavior · Tier-2 India
Keywords: Social Media · Green Consumer Behavior · Sustainable Consumption · Environmental Awareness · Eco-Influencer Marketing · Greenwashing · Theory of Planned Behavior · Tier-2 India
How to Cite this Paper
SINGH, A. (2026). Influence of Social Media on Green Consumer Behavior. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(6). https://doi.org/10.55041/ijcope.v2i6.186
SINGH, ABHISHEK. "Influence of Social Media on Green Consumer Behavior." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 6, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i6.186.
SINGH, ABHISHEK. "Influence of Social Media on Green Consumer Behavior." International Journal of Creative and Open Research in Engineering and Management 02, no. 6 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i6.186.
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- •Peer Review Type: Double-Blind Peer Review
- •Published on: Jun 15 2026
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