UNDERSTANDING GREEN PRODUCT KNOWLEDGE AND CONSUMERS’ PURCHASE BEHAVIOR: SOCIAL MEDIA MARKETING AS MEDIATOR

Abstract

Product knowledge for green product, based on social media marketing generate consumer purchase behavior is critical issues for market. Empirical research has widely investigated consumer purchase behaviors that govern product purchasing behavior on social media marketing. Nonetheless, the linkage investigated anticipated relationship and desired customer purchasing behavior is less explored. The article aims at identifying product knowledge and their role in customer positive behavior. Also, based on planned theory, our study developed theoretical model to explore mediating factor (such as, social media marketing) affecting consumers to purchase green products. Results demonstrate a positive association between green product knowledge and purchase behavior, as well as a significant influence of social media marketing on consumer purchase behavior. Additionally, social media marketing (SMM) found to mediate relationship among product knowledge and consumer behavior. Findings emphasize importance of effective communication of product knowledge for green product through social media marketing to encourage environmentally conscious consumer behavior.