Chinese Millennials: Exploring the Effects of Social Media and Online Social Capital on Green Buying Behaviour

Liu, Jinyang (2025) Chinese Millennials: Exploring the Effects of Social Media and Online Social Capital on Green Buying Behaviour. Doctoral thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

Social media have a substantial influence on customers' purchasing choices in a variety of industries, ranging from beauty and fashion to sustainability and ecologically aware shopping. Several studies, in particular, highlight the beneficial influence of social media in cultivating customer preferences for environmentally friendly items and creating sustainable consumption habits. The purpose of this study is to investigate several key aspects related to Chinese millennials and their behaviour, particularly in the context of social media usage patterns and environmental consciousness. A quantitative research methodology analysed the data collected using Wen Juan Xing (WJX) platform from 243 respondents that combined judgmental and snowball sampling techniques to collect the data. The hypothesis testing and Structural Equation Modelling (SEM) analysis using Smart-PLS provide insights into the intricate interplay between social media, environmental concerns, authority support, and millennials' purchasing behaviour, shedding light on the mediating factors that influence green purchase decisions among this demographic. In the findings, the myriads of hypotheses were tested with mixed results. Overall, the impact of social media on consumer buying behaviour is a multidimensional phenomenon that depends on a variety of circumstances and settings. Evidently, influencers and the information shared on social media platforms play critical roles in moulding consumer decisions for green buying behaviour, thus enhancing the effect of these digital environments. Exposure to sustainability-related material on social media, in particular, is associated with observable improvements in both sustainable practices and consumer behaviour. As for implications, it is critical to first recognise that the impact of social media on Chinese millennials’ purchase decisions varies greatly between organizations and contexts. The results from this study highlighted that consumer reactions to social media marketing initiatives vary while depending on criteria such as industry type, target demography, and content quality. In conclusion, companies and policymakers trying to successfully harness the potential of these platforms must have a thorough grasp of the subtle dynamics of social media's influence on Chinese Millennials green purchase behaviour