What Is the Impact of Social Media on Consumer’s Green Response? Consider the Impact of Green Advertising, Online Interpersonal Influence, and Online Celebrity Endorsement

In the context of increasingly pressing environmental challenges, promoting green consumption through effective marketing of green products has become a critical focus for corporate operations. In this study, we seek to establish a theoretical framework examining the cognitive outcomes of green advertising and online interpersonal influence within social media environments and to investigate the moderating roles of online celebrity endorsement and Generation Z within this framework. Based on the Stimulus–Organism–Response model, empirical data collected from 527 survey responses reveal that both green advertising and online social influence positively enhance consumers’ attitudes. These attitudes, in turn, strengthen green purchase intentions, with online celebrity endorsement serving as a significant moderator in this relationship; this moderating effect is amplified among Generation Z consumers. Additionally, purchase intentions exert a positive influence on word-of-mouth intentions. The results of this study provide important insight into the development of green consumption and social media within the Chinese context.