Interactive Marketing and Sustainable Consumption Intention Among Generation Z in Museum Settings: The Mediating Roles of Experience Value and Green Self-Identity

Museums are increasingly recognized as important cultural institutions for promoting sustainability by shaping visitors’ values, experiences, and consumption-related decisions. This study investigates how interactive marketing in museum settings is associated with Generation Z visitors’ sustainable consumption intention and examines the conditions under which these effects become stronger. Drawing on the stimulus–organism–response (S–O–R) framework, this study develops a moderated dual-mediation model in which interactive marketing represents the stimulus, experience value and green self-identity function as parallel organismic mechanisms, and sustainable consumption intention represents the behavioral response, with perceived authenticity serving as a boundary condition. Survey data were collected from 582 Generation Z visitors in China who had recently visited museums equipped with digital or interactive facilities. Using multi-item Likert scales adapted to the museum sustainability context, the proposed model was examined through structural equation modeling, bootstrapped mediation analysis, and latent interaction analysis. The results indicate that interactive marketing is positively associated with experience value, green self-identity, and sustainable consumption intention. Furthermore, experience value and green self-identity both mediate the relationship between interactive marketing and sustainable consumption intention, revealing two complementary mechanisms through which interactive museum experiences become behaviorally meaningful: an experiential pathway and an identity-relevant pathway. The findings further demonstrate that perceived authenticity strengthens the effects of experience value and green self-identity on sustainable consumption intention, suggesting that sustainability-oriented responses are more likely to emerge when museum sustainability practices are perceived as genuine and consistent with institutional values. This study contributes to sustainable consumption research by extending the S–O–R framework to museum-based cultural consumption and highlights the importance of integrating interactive experience design with authentic sustainability communication.