Social Media Information Sharing: Is It a Catalyst for Green Consumption among Gen X and Gen Y Cohorts?

This study aims to identify the influence of Generation X and Generation Y on green buying behavior in the Indian context. Based on social cognitive theory and the generational cohort theory, the authors test the impact of Perceived Environmental Responsibility and Social Media Information Sharing on the relationship between Generation X and Y cohorts and their green buying behavior. This study uses the Quan-Qual approach to triangulate the results. A structured questionnaire was used to collect data from 427 respondents, and the hypotheses were tested with covariance-based structural equation modeling using AMOS software (AMOS 26 software). To probe further into the findings, in-depth interviews were conducted with 60 respondents from Gen X and Gen Y cohort groups, and the data were analyzed using NVIVO software. The findings reveal that the Gen X cohort seems to engage more in green buying behavior compared to the Gen Y cohort. Also, Social Media Information Sharing mediates the green buying behavior for Gen X and moderates it for Gen Y. Moreover, the qualitative inquiry confirms that the Perceived Environmental Responsibility of both Gen X and Gen Y cohorts does not significantly impact their green buying behavior.