Gen Z Mindful Consumption: The Roles of Environmental Concern and Green Social Media Influencers

Although many consumers express positive attitudes toward sustainable consumption, their behaviors differ, as some have begun purchasing green products, while others continue their usual non-green consumption. To understand this attitude-behavior gap in the context of mindful consumption, this paper examines the mediating roles of environmental concern and perceptions of green social media influencers. Using a cross-sectional survey and partial least squares structural equation modeling, this study analyzes how these variables interact. The results show that attitudes toward sustainable consumption, environmental concern, and perceptions of green social media influencers all significantly influence mindful consumption. Moreover, environmental concern and perceptions of green social media influencers partially mediate the relationship between attitudes toward sustainable consumption and mindful consumption. This paper contributes to the sustainability literature by clarifying the often-overlooked mechanisms of environmental concern and perceptions of green social media influencers, particularly among environmentally conscious Generation Z consumers. It further outlines practical strategies to foster mindful consumption by enhancing environmental awareness and fostering partnerships with eco-friendly social media influencers.