Sustainable consumerism: do social media and mobile payment impact young Indians’ green purchase decisions?

Purpose The article examines the influence of social media and mobile payment on green purchase decisions among young Indian consumers by applying the social presence theory and unified theory of acceptance and use of technology. Design/methodology/approach The study has collected 344 responses from young Indian consumers through e-mails and social media platforms to examine the effect of social media influence, mobile payment on green buying decisions. To examine the interrelationship between constructs such as social media influence, mobile payment adoption and green purchase decisions, the study uses a partial least square-structure equation model. Findings The results underscore that the social media influence of young Indians has a significant impact on green purchase decision in which mobile payment adoption partially mediates the relationship. This indicates social media usage among young Indian consumers strongly correlates with their decision to purchase green products since it offers a deliberate and conscious assessment of the environmental, personal and social consequences of green products. Practical implications In addition to its theoretical contribution, marketing practitioners may apply the study’s findings to create sustainable and environment-friendly policies and guidelines for corporations. Originality/value The article advances the application of social presence theory and unified theory of acceptance and use of technology in consumer behaviour research and offers novel insights into green purchase decisions within developing economies like India.