{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,3]],"date-time":"2026-02-03T03:04:16Z","timestamp":1770087856067,"version":"3.49.0"},"reference-count":61,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2026,2,2]],"date-time":"2026-02-02T00:00:00Z","timestamp":1769990400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72474034"],"award-info":[{"award-number":["72474034"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100004826","name":"Beijing Natural Science Foundation","doi-asserted-by":"publisher","award":["9264022"],"award-info":[{"award-number":["9264022"]}],"id":[{"id":"10.13039\/501100004826","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Research Foundation for Youth Scholars of Beijing Technology and Business University","award":["RFYS2025"],"award-info":[{"award-number":["RFYS2025"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>In the context of increasingly pressing environmental challenges, promoting green consumption through effective marketing of green products has become a critical focus for corporate operations. In this study, we seek to establish a theoretical framework examining the cognitive outcomes of green advertising and online interpersonal influence within social media environments and to investigate the moderating roles of online celebrity endorsement and Generation Z within this framework. Based on the Stimulus\u2013Organism\u2013Response model, empirical data collected from 527 survey responses reveal that both green advertising and online social influence positively enhance consumers\u2019 attitudes. These attitudes, in turn, strengthen green purchase intentions, with online celebrity endorsement serving as a significant moderator in this relationship; this moderating effect is amplified among Generation Z consumers. Additionally, purchase intentions exert a positive influence on word-of-mouth intentions. The results of this study provide important insight into the development of green consumption and social media within the Chinese context.<\/jats:p>","DOI":"10.3390\/jtaer21020047","type":"journal-article","created":{"date-parts":[[2026,2,2]],"date-time":"2026-02-02T14:12:46Z","timestamp":1770041566000},"page":"47","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["What Is the Impact of Social Media on Consumer\u2019s Green Response? Consider the Impact of Green Advertising, Online Interpersonal Influence, and Online Celebrity Endorsement"],"prefix":"10.3390","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1446-7125","authenticated-orcid":false,"given":"Ying","family":"Sun","sequence":"first","affiliation":[{"name":"School of Economics, Beijing Technology and Business University, Beijing 100048, China"}]},{"given":"Difei","family":"Wu","sequence":"additional","affiliation":[{"name":"School of Computer and Artificial Intelligence, Beijing Technology and Business University, Beijing 100048, China"}]},{"given":"Haonan","family":"He","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Chang\u2019an University, Xi\u2019an 710064, China"}]}],"member":"1968","published-online":{"date-parts":[[2026,2,2]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Su, P., Yao, Q., and Wu, X. (2025). How Does Self-Construal Influence Green Product Purchase in the Digital Era? The Moderating Role of Advertising Appeal. J. Theor. Appl. Electron. Commer. Res., 20.","DOI":"10.3390\/jtaer20010004"},{"key":"ref_2","doi-asserted-by":"crossref","unstructured":"Yu, J., Sun, X., Huang, Y., and Jia, Y. (2025). Concrete or Abstract? The Impact of Green Advertising Appeals and Information Framing on Consumer Responses. J. Theor. Appl. Electron. Commer. Res., 20.","DOI":"10.3390\/jtaer20020130"},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"935","DOI":"10.1007\/s12144-024-07182-z","article-title":"The impact of subjective social class on green consumption: The moderating role of status symbols","volume":"44","author":"Feng","year":"2025","journal-title":"Curr. Psychol."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1007\/s12144-021-02483-z","article-title":"Perceived social green preference: The motivation mechanism of inducing green behaviour","volume":"41","author":"Liao","year":"2022","journal-title":"Curr. Psychol."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"29825","DOI":"10.1007\/s10668-024-04897-8","article-title":"Assessment of Indian consumers\u2019 green purchase intention: An integration of theory of planned behaviour and meta-analysis","volume":"27","author":"Panda","year":"2025","journal-title":"Environ. Dev. Sustain."},{"key":"ref_6","unstructured":"IPCC (2022). Climate Change 2022: Mitigation of Climate Change. Contribution of Working Group III to the Sixth Assessment Report of the Intergovernmental Panel on Climate Change, Cambridge University Press."},{"key":"ref_7","first-page":"1419","article-title":"The role of online information sources in enhancing circular consumption behaviour: Fostering sustainable consumption patterns in the digital age","volume":"34","author":"Azad","year":"2024","journal-title":"Bus. Strateg. Environ."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"860","DOI":"10.1108\/APJML-03-2019-0178","article-title":"Understanding consumers\u2019 intentions to purchase green products in the social media marketing context","volume":"32","author":"Sun","year":"2019","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"694","DOI":"10.1002\/bse.2648","article-title":"What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products?","volume":"30","author":"Sun","year":"2021","journal-title":"Bus. Strateg. Environ."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"104007","DOI":"10.1016\/j.jretconser.2024.104007","article-title":"The effects of green advertising appeal and message type on purchase intention","volume":"81","author":"Zhang","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"3008","DOI":"10.1108\/APJML-05-2022-0437","article-title":"Effect of green advertising attitude on collectivist consumer behavior: An integrative approach","volume":"35","author":"Lee","year":"2023","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"371","DOI":"10.1002\/cb.1818","article-title":"How does green advertising skepticism on social media affect consumer intention to purchase green products?","volume":"19","author":"Luo","year":"2020","journal-title":"J. Consum. Behav."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"1416","DOI":"10.1111\/ijcs.12917","article-title":"How do social media influencers inspire consumers\u2019 purchase decisions? The mediating role of parasocial relationships","volume":"47","author":"Ashraf","year":"2023","journal-title":"Int. J. Consum. Stud."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"1388","DOI":"10.1002\/csr.1654","article-title":"Millennials\u2019 green consumption behaviour: Exploring the role of social media","volume":"25","author":"Bedard","year":"2018","journal-title":"Corp. Soc. Responsib. Environ. Manag."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"97","DOI":"10.1080\/01449290310001659240","article-title":"Empathy and online interpersonal trust: A fragile relationship","volume":"23","author":"Feng","year":"2004","journal-title":"Behav. Inf. Technol."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"101946","DOI":"10.1016\/j.jretconser.2019.101946","article-title":"Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying","volume":"52","author":"Sharma","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"101384","DOI":"10.1016\/j.elerap.2024.101384","article-title":"Exploring online celebrities and reviews simultaneously- the role of their consistency in different product types","volume":"65","author":"Sun","year":"2024","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"1385","DOI":"10.1002\/mar.21660","article-title":"The effect of brand crises on endorser reputation and endorsement portfolios","volume":"39","author":"Johnson","year":"2022","journal-title":"Psychol. Mark."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"103771","DOI":"10.1016\/j.jretconser.2024.103771","article-title":"Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement: A cue diagnosticity perspective","volume":"78","author":"Gong","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_20","doi-asserted-by":"crossref","unstructured":"Y\u0131lmaz, B., Dinler K\u0131sa\u00e7tutan, E., and G\u00fcr\u00fcn Karatepe, S. (2024). Digital natives of the labor market: Generation Z as future leaders and their perspectives on leadership. Front. Psychol., 15.","DOI":"10.3389\/fpsyg.2024.1378982"},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"103678","DOI":"10.1016\/j.ijhm.2023.103678","article-title":"Effects of environmental sustainability practice in the economy hotel to Gen Zer\u2019s purchase decision: Behavior economy approach using choice based conjoint analysis","volume":"118","author":"Fei","year":"2024","journal-title":"Int. J. Hosp. Manag."},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"136092","DOI":"10.1016\/j.jclepro.2023.136092","article-title":"Willingness to pay more for green products: A critical challenge for Gen Z","volume":"390","author":"Gomes","year":"2023","journal-title":"J. Clean. Prod."},{"key":"ref_23","first-page":"94","article-title":"Social media influencers as human brands: An interactive marketing perspective","volume":"17","author":"Kim","year":"2023","journal-title":"J. Res. Interact. Mark."},{"key":"ref_24","doi-asserted-by":"crossref","unstructured":"Zatwarnicka-Madura, B., Nowacki, R., and Wojciechowska, I. (2022). Influencer Marketing as a Tool in Modern Communication\u2014Possibilities of Use in Green Energy Promotion amongst Poland\u2019s Generation Z. Energies, 15.","DOI":"10.3390\/en15186570"},{"key":"ref_25","unstructured":"Mehrabian, A., and Russell, J.A. (1974). An Approach to Environmental Psychology, The MIT Press."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"3660","DOI":"10.1108\/APJML-12-2024-1803","article-title":"Research on the impact of green advertising information on green purchase behavior in social media: SEM-ANN approach","volume":"37","author":"Sun","year":"2025","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"85","DOI":"10.1080\/00913367.2015.1083918","article-title":"Is Your Product Really Green? A Content Analysis to Reassess Green Advertising","volume":"45","author":"Segev","year":"2016","journal-title":"J. Advert."},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"2","DOI":"10.1108\/MIP-04-2013-0062","article-title":"Consumers\u2019 susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour","volume":"32","author":"Khare","year":"2014","journal-title":"Mark. Intell. Plan."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"426","DOI":"10.1016\/j.jclepro.2018.01.250","article-title":"Green image and consumers\u2019 word-of-mouth intention in the green hotel industry: The moderating effect of Millennials","volume":"181","author":"Wang","year":"2018","journal-title":"J. Clean. Prod."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"11473","DOI":"10.1007\/s11356-022-22944-7","article-title":"Effect of green marketing mix, green customer value, and attitude on green purchase intention: Evidence from the USA","volume":"30","author":"Ahmed","year":"2023","journal-title":"Environ. Sci. Pollut. Res."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"115","DOI":"10.1080\/00913367.2013.834804","article-title":"The Skeptical Green Consumer Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising","volume":"43","author":"Matthes","year":"2014","journal-title":"J. Advert."},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","author":"Ajzen","year":"1991","journal-title":"Organ. Behav. Hum. Decis. Process."},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"955","DOI":"10.1080\/09640568.2021.2007062","article-title":"Social capital and residents\u2019 plastic recycling behaviors in China","volume":"66","author":"Liao","year":"2023","journal-title":"J. Environ. Plan. Manag."},{"key":"ref_34","first-page":"102300","article-title":"Social commerce: Factors affecting customer repurchase and word-of-mouth intentions","volume":"57","author":"Meilatinova","year":"2021","journal-title":"Int. J. Inf. Manag."},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"101957","DOI":"10.1016\/j.jretconser.2019.101957","article-title":"Tourism value VS barriers to booking trips online","volume":"53","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"103499","DOI":"10.1016\/j.jretconser.2023.103499","article-title":"In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK","volume":"75","author":"Shehawy","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"740","DOI":"10.1016\/j.jclepro.2018.03.201","article-title":"The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern","volume":"187","author":"Zhang","year":"2018","journal-title":"J. Clean. Prod."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"103685","DOI":"10.1016\/j.jretconser.2023.103685","article-title":"Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception","volume":"77","author":"Liu","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"103441","DOI":"10.1016\/j.jretconser.2023.103441","article-title":"What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective","volume":"74","author":"Chen","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"102733","DOI":"10.1016\/j.jretconser.2021.102733","article-title":"The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion","volume":"63","author":"Meng","year":"2021","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"121979","DOI":"10.1016\/j.techfore.2022.121979","article-title":"Impact of celebrity-endorsed environmental advertisements on green economy development","volume":"184","author":"Li","year":"2022","journal-title":"Technol. Forecast. Soc. Change"},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"103","DOI":"10.1080\/15332861.2019.1700741","article-title":"The Effect of Influencer Marketing on Consumers\u2019 Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective","volume":"19","author":"Trivedi","year":"2020","journal-title":"J. Internet Commer."},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"e16765","DOI":"10.1016\/j.heliyon.2023.e16765","article-title":"Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products","volume":"9","author":"Naznen","year":"2023","journal-title":"Heliyon"},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"104031","DOI":"10.1016\/j.im.2024.104031","article-title":"Examining how emotions affect online audience retention: Empirical evidence from livestreaming electronic commerce platforms","volume":"61","author":"Xu","year":"2024","journal-title":"Inf. Manag."},{"key":"ref_45","doi-asserted-by":"crossref","unstructured":"Bratina, D., and Faganel, A. (2024). Understanding Gen Z and Gen X Responses to Influencer Communications. Adm. Sci., 14.","DOI":"10.3390\/admsci14020033"},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"4530","DOI":"10.1002\/bse.3714","article-title":"Generation Z\u2019s green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?","volume":"33","author":"Borah","year":"2024","journal-title":"Bus. Strategy Environ."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"138260","DOI":"10.1016\/j.jclepro.2023.138260","article-title":"Can green advertising increase consumers\u2019 purchase intention of electric vehicles? An experimental study from China","volume":"419","author":"Bi","year":"2023","journal-title":"J. Clean. Prod."},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"103337","DOI":"10.1016\/j.jretconser.2023.103337","article-title":"Cosmetics makers have always sold \u2018hope in a jar\u2019! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment","volume":"73","author":"Akram","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"147","DOI":"10.1016\/j.jhtm.2023.06.024","article-title":"The evolution of E-WOM intentions: A two time-lag interval approach after service failures","volume":"56","author":"Yang","year":"2023","journal-title":"J. Hosp. Tour. Manag."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"2000697","DOI":"10.1080\/23311975.2021.2000697","article-title":"Social media advertisements and their influence on consumer purchase intention","volume":"8","author":"Sriram","year":"2021","journal-title":"Cogent Bus. Manag."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: A review and recommended two-step approach","volume":"103","author":"Anderson","year":"1988","journal-title":"Psychol. Bull."},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"382","DOI":"10.1177\/002224378101800313","article-title":"Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics","volume":"18","author":"Fornell","year":"1981","journal-title":"J. Mark. Res."},{"key":"ref_53","unstructured":"Hair, J.F. (1998). Multivariate Data Analysis, Prentice Hall. [5th ed.]."},{"key":"ref_54","unstructured":"Harman, H.H. (1976). Modern Factor Analysis, University of Chicago Press. [3rd ed. revised]."},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"3192","DOI":"10.1016\/j.jbusres.2015.12.008","article-title":"Common methods variance detection in business research","volume":"69","author":"Fuller","year":"2016","journal-title":"J. Bus. Res."},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"e419","DOI":"10.1002\/bsd2.419","article-title":"Harnessing green purchase intention of generation Z consumers through green marketing strategies","volume":"7","author":"Aldaihani","year":"2024","journal-title":"Bus. Strategy Dev."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"122344","DOI":"10.1016\/j.techfore.2023.122344","article-title":"Examining Indian consumer pro-environment purchase intention of electric vehicles: Perspective of stimulus-organism-response","volume":"189","author":"Upadhyay","year":"2023","journal-title":"Technol. Forecast. Soc. Change"},{"key":"ref_58","doi-asserted-by":"crossref","first-page":"113917","DOI":"10.1016\/j.jbusres.2023.113917","article-title":"Assessing customers\u2019 attitude towards online apparel shopping: A three-way interaction model","volume":"164","author":"Patel","year":"2023","journal-title":"J. Bus. Res."},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"103994","DOI":"10.1016\/j.jretconser.2024.103994","article-title":"Actions are more than just words: Relationships between word-of-mouth, personal interaction, and product attachment","volume":"81","author":"Kim","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"103286","DOI":"10.1016\/j.jretconser.2023.103286","article-title":"Empathy with influencers? The impact of the sensory advertising experience on user behavioral responses","volume":"72","author":"Li","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_61","first-page":"49","article-title":"K-pop and Celebrity Luxury Brands Endorsements: Influence on Luxury Goods Purchasing Intention Among Spanish Gen Z K-pop Fans Review","volume":"12","author":"Romo","year":"2024","journal-title":"Rev. Commun. Res."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/21\/2\/47\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,2,2]],"date-time":"2026-02-02T14:50:01Z","timestamp":1770043801000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/21\/2\/47"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,2,2]]},"references-count":61,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2026,2]]}},"alternative-id":["jtaer21020047"],"URL":"https:\/\/doi.org\/10.3390\/jtaer21020047","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,2,2]]}}}