Social media influence and greenwashing concerns: determinants of green food purchasing decisions among university students in China

Key Points

• The aim is to identify the factors influencing green food purchasing decisions among university students in China, particularly in relation to social media and greenwashing.
• Survey design targeting university students in China
• Assessment of social media influence on purchasing choices
• Analysis of greenwashing perceptions and concerns
• Higher awareness of social media influences green purchasing decisions
• Concerns about greenwashing impact student trust in food brands
• Students show preference for sustainable and eco-friendly food options

Abstract