Millennials' green consumption behaviour: Exploring the role of social media

Several studies have investigated millennials' perceptions of sustainable products, and the factors that make these products appealing. Yet insight into the green purchase intentions of this demographic and influencing factors is limited. This study investigates the influence of social media usage and online interpersonal influence on green purchase intentions among millennials in the USA. In addition, the study considers how the cultural dimensions of individualism–collectivism and masculinity–femininity moderate the relationship between social media usage, online interpersonal influence, and green purchase intentions. Results indicate that social media usage and online interpersonal influence have significant, positive relationships with green purchase intentions. Masculinity was found to exert a weakening effect on the relationships in the study, while the effects of individualism were found to be insignificant. Results have important managerial implications for firms' sustainability strategy and provide a framework for investigating green purchase intentions in additional cultures around the world.