This study examined how social media content influences value co-creation among organic product consumers through the mediating roles of environmental awareness, green truth, and environmental attitude. Grounded in the Stimulus-Organism-Response (SOR) framework, social media content is conceptualized as a stimulus, environmental awareness, green trust, and environmental attitude as internal organism states, and value co-creation as the behavioral response. A cross-sectional quantitative design was applied using a 20-item questionnaire administered to 739 organic-product consumers. Data were analyzed using partial least-squares structural equation modeling (PLS-SEM). The results indicate that social media content does not directly affect value co-creation but significantly influences environmental awareness, green trust, and environmental attitude. Environmental awareness and green trust positively affect both environmental attitude and value co-creation, and environmental attitude emerges as the strongest direct predictor of value co-creation. These findings confirm the mediating role of cognitive and attitudinal mechanisms in transforming digital sustainability content into collaborative consumer behavior. This study contributes to the literature on sustainable consumption by integrating communication, cognitive, and attitudinal variables in a single explanatory model. Practically, the findings suggest that sustainability communication strategies in digital environments should prioritize credibility and environmental knowledge to foster consumer participation in value co-creation.
Usiña-Báscones et al. (Tue,) studied this question.