The Impact of Eco-Friendly Products and Social Media Toward Environmental Awareness: Moderating Role of Knowledge

Abstract

The study was conducted to investigate the impact of eco-friendly product and social media usage toward the awareness of consumers to conduct environmental behavior with the moderating role of knowledge. The research framework is conceptualized with the adaptation of Behavioral Change Model. By using PLS-SEM software, 118 online responses were collected to analyze the research hypotheses. The research findings showed that eco-friendly product and social media usage have a significant effect on environmental awareness. Data also supported the moderating role of knowledge and proved that higher consumers’ knowledge on green products could increase environmental awareness among consumers to conduct pro-environmental behavior. This study examines new link and contribute to the literature by assessing the effect of knowledge as a moderator and acknowledges the importance of social media in influencing environmental awareness among consumers.