THE MEDIATING ROLE OF SOCIAL MEDIA MARKETING ON THE EFFECT OF GREEN CONSUMPTION PERCEPTION ON SUSTAINABLE CONSUMPTION

Abstract

The study works up to figure out social media marketing’s mediating role on the effect of green consumption perception on sustainable consumption. Over and above, the study hunts to determine the impact of teachers’ green consumption perception on sustainable consumption, based on the assumption that teachers are sensitive to green consumption. The sample of this study consists of 441 teachers residing in the province of Isparta who voluntarily participated in the research. The study examines the mediating role of social media marketing in the relationship between green consumption perception and sustainable consumption.

The study employed frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling. The study’s findings indicate that teachers’ green consumption perceptions positively affect sustainable consumption. Furthermore, social media marketing was found to act a part as a mediating role in strengthening the relationship between teachers’ green consumption perceptions and sustainable consumption behaviors.