Effectiveness of traditional media and social media sustainability communication in influencing green consumption intention

Green products refer to products, services, or practices which can increase economic development while preserving the environment for future generations. Green products are more appropriately described as products with less adverse effects on the environment or less harmful to human health. The study aims to test the effectiveness of communication platforms in conveying the importance of green consumption. This paper aims to determine the influence of traditional media and social media sustainability communication on consumers' intention to purchase green products and explore the mediation influence of product knowledge relationships among traditional media, social media, and consumer's intention to purchase green products. The study was carried out quantitatively through a survey method on 300 Malaysian respondents who were selected randomly. The data were analyzed using structural equation model analysis (SEM) to determine the appropriateness of the measurement model and the structural model of causal test relationships between constructs. The results discovered that product knowledge fully mediates the relationship between traditional media and green consumption and partially mediates the influence of social media on consumers' intention to purchase green products. This study contributes to helping policymakers enact policies and strategies for promoting green product consumption in Malaysia through traditional media or social media platforms. This study delivers added knowledge on the factors influencing green consumption in emerging countries from the media marketing context.