Exploring the Impact of Social Media Green Marketing on Students’ Green Attitude and Behavior
Abstract
This study examines the influence of Social Media Green Marketing (SMGM) and Receptivity to Social Media Marketing (RSMM) on Green Attitude (GAT) and its implications for Voluntary Green Behavior (VGB) among university students in Sampit, Kotawaringin Timur, Central Kalimantan. Grounded in the Knowledge Attitude Behavior (KAB) Theory, this quantitative survey research involved 151 purposively sampled respondents. Data were analyzed using SPSS to test hypothesized relationships. Results indicate significant positive effects of SMGM and RSMM on GAT (H1 and H2 accepted), and GAT significantly predicts VGB (H3 accepted). GAT mediates the relationship between SMGM and GAT (H4 accepted) and between RSMM and GAT (H5 accepted). These findings highlight how students' receptivity to green social media messages enhances environmental attitudes and voluntary green actions. The study expands the KAB framework in a non-metropolitan context and offers practical insights for educational institutions to leverage social media in fostering sustainable youth behaviors.
References
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Alam, M. N., Ogiemwonyi, O., Alshareef, R., Alsolamy, M., Mat, N., & Azizan, N. A. (2023). Do social media influence altruistic and egoistic motivation and green purchase intention towards green products? An experimental investigation. Cleaner Engineering and Technology, 15. https://doi.org/10.1016/j.clet.2023.100669
Almansour, M. (2025). Understanding the associations between social media marketing and green outcomes: A study of employee green behavior. Technology in Society, 82, 102938. https://doi.org/https://doi.org/10.1016/j.techsoc.2025.102938
Babu, M. A., Ejaz, F., Nasir, A., Jaman, S. M. S., Fodor, Z. J., & Hossain, M. B. (2024a). The behavior of students in relation to green marketing as green consumers: A reasoned action approach (RAA). Journal of Infrastructure, Policy and Development, 8(4). https://doi.org/10.24294/jipd.v8i4.3253
Bagastyo, A. Y., Anggrainy, A. D., & Maharani Wiguna Hidayat Liang, M. S. (2023). Assessment of attitude and participation level among the households and local merchants toward single-use plastic waste management: A case study in Balikpapan Municipality, Indonesia. Case Studies in Chemical and Environmental Engineering, 7. https://doi.org/10.1016/j.cscee.2023.100361
Biancardi, A., Colasante, A., D’Adamo, I., Daraio, C., Gastaldi, M., & Uricchio, A. F. (2023). Strategies for developing sustainable communities in higher education institutions. Scientific Reports, 13(1). https://doi.org/10.1038/s41598-023-48021-8
Calculli, C., D’Uggento, A. M., Labarile, A., & Ribecco, N. (2021). Evaluating people’s awareness about climate changes and environmental issues: A case study. Journal of Cleaner Production, 324, 129244. https://doi.org/https://doi.org/10.1016/j.jclepro.2021.129244
Cheah, W. K. A., & Aigbogun, O. (2022). Exploring attitude-behaviour inconsistencies in organic food consumption during the COVID-19 pandemic in the Klang Valley, Malaysia. Cleaner and Responsible Consumption, 7. https://doi.org/10.1016/j.clrc.2022.100077
Chen, C., Shahbaz, P., & Haq, S. ul. (2024). Transforming students’ green behavior through environmental education: the impact of institutional practices and policies. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1499781
Chen, S., Yu, Z., Xiong, J., & Ponomarenko, V. (2025). Navigating Ethical Paths with “Less”: Unveiling the Simplicity-Naturalness Association and its Impact on Green Consumption. Journal of Business Ethics. https://doi.org/10.1007/s10551-025-06136-0
Choi, L. S. L., Chan, K. W., & Fock, H. (2025). Deepening exploration of socially responsible consumption in generation z: the impacts of environmental knowledge and perceived consumer effectiveness. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-05-2024-6857
Darwin, R., Sari, D. W., & Heriqbaldi, U. (2022). Dynamic Linkages between Energy Consumption, Foreign Direct Investment, and Economic Growth: A New Insight from Developing Countries in Asia. International Journal of Energy Economics and Policy, 12(6), 30–36. https://doi.org/10.32479/ijeep.13552
Doan, M., & Caporusso, N. (2025). Visualizing the Dynamics of the KAB Model with Sankey Diagrams. 2025 MIPRO 48th ICT and Electronics Convention, 1510–1515. https://doi.org/10.1109/MIPRO65660.2025.11131967
Emirzade, K., & Huseyinoglu, M. F. (2025). The Impact of Social Media Activities on Marine and Coastal Litter in Cyprus. Sustainability (Switzerland), 17(11). https://doi.org/10.3390/su17114821
Fernández, Y. L. H., López, S. M. P., Gómez, D. L. D., & Sánchez-Torres, J. A. (2023). Analysis of the Ecological Attitude and Sustainable Behavior of Students: A Green Campus Model, the Case of the University of Medellín, Colombia. Journal of Teacher Education for Sustainability, 25(2), 21–34. https://doi.org/10.2478/jtes-2023-0014
Gagliardi, C., Pillemer, K., Gambella, E., Piccinini, F., & Fabbietti, P. (2020). Benefits for older people engaged in environmental volunteering and socializing activities in city parks: Preliminary results of a program in Italy. International Journal of Environmental Research and Public Health, 17(11). https://doi.org/10.3390/ijerph17113772
Ganguly, D. G., Sinha, D., & Shah, C. S. (2024). Green Minds, Green Future: Impact of Environmental Education on Students’ Attitudes and Intentions. In Contributions to Finance and Accounting: Vol. Part F3769 (pp. 251–262). Springer Nature. https://doi.org/10.1007/978-3-031-67547-8_22
Guo, Y. (2022). Digital Trust and the Reconstruction of Trust in the Digital Society: An Integrated Model based on Trust Theory and Expectation Confirmation Theory. Digital Government: Research and Practice, 3(4). https://doi.org/10.1145/3543860
Hadler, M., & Haller, M. (2011). Global activism and nationally driven recycling: The influence of world society and national contexts on public and private environmental behavior. International Sociology, 26(3), 315–345. https://doi.org/10.1177/0268580910392258
Iliopoulou, E., Koronaki, E., Vlachvei, A., & Notta, O. (2024). From Knowledge to Action: The Power of Green Communication and Social Media Engagement in Sustainable Food Consumption. Sustainability (Switzerland), 16(21). https://doi.org/10.3390/su16219202
Indiran, L., Rizkiyah, E., Nian, Z., & Na, U. E. (2025). Students’ Knowledge, Attitude and Behavior Towards Circular Economy Among Asian Countries. Paper Asia, 41(2), 82–94. https://doi.org/10.59953/paperasia.v41i2b.408
Irtisamul, S., Hassan, M. B., Sadia, F., Hasan, M., & Rokonuzzaman, M. (2024). Understanding Consumer Perceptions of Green Software: A Study in the Online Social Media Marketing Context. Procedia Computer Science, 237, 775–782. https://doi.org/10.1016/j.procs.2024.05.165
Komarova, A. V., Filimonova, I. V., & Kartashevich, A. A. (2022). Energy consumption of the countries in the context of economic development and energy transition. Energy Reports, 8, 683–690. https://doi.org/10.1016/j.egyr.2022.07.072
Kothari, H., Choudhary, A., Jain, A., Singh, S., Prasad, K. D. V., & Vani, U. K. (2025). Impact of social media advertising on consumer behavior: role of credibility, perceived authenticity, and sustainability. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1595796
Laheri, V. K. (2025). Bridging the Green Gap: Mediating Effects of Environmental Habits and Values on Consumer Behaviour. Global Business Review. https://doi.org/10.1177/09721509251328469
Le, H. T. P. M., Van Nguyen, P., & Stokes, P. (2025). Green influencers and consumers’ decoupling behaviors for parasocial relationships and sustainability. A comparative study between Korea and Vietnam. Journal of Retailing and Consumer Services, 84, 104256. https://doi.org/https://doi.org/10.1016/j.jretconser.2025.104256
Lily, L., Lee, K. Y. M., Yi, S., & Ling, P.-S. (2025). ASSESSING UNIVERSITY STUDENTS’ PURCHASE INTENTION TOWARD THE ECO-FRIENDLY STATIONERY: THE MODERATION ROLE OF ENVIRONMENTAL CONCERN. International Journal of Business and Society, 26(1), 234–252. https://doi.org/10.33736/ijbs.9560.2025
Lima, P. A. B., Falguera, F. P. S., Silva, H. M. R. D., Maciel, S., Mariano, E. B., & Elgaaied-Gambier, L. (2024). From green advertising to sustainable behavior: a systematic literature review through the lens of value-belief-norm framework. International Journal of Advertising, 43(1), 53–96. https://doi.org/10.1080/02650487.2023.2199668
Liu, P., Teng, M., & Han, C. (2020). How does environmental knowledge translate into pro-environmental behaviors?: The mediating role of environmental attitudes and behavioral intentions. Science of the Total Environment, 728. https://doi.org/10.1016/j.scitotenv.2020.138126
Madyatmadja, E. D., & Harianto, V. E. (2025). Exploring Youth Perspectives on Environmental Sustainability in Social Media Campaigns Using K-Means Clustering and LDA. ICoCSETI 2025 - International Conference on Computer Sciences, Engineering, and Technology Innovation, Proceeding, 887–892. https://doi.org/10.1109/ICoCSETI63724.2025.11019074
Mago, M., Yadav, M., Sharma, S., & Kaur, H. (2025). Environmental knowledge influencing pro-environmental behavior among university students: a serial mediation and MGA approach. International Journal of Sustainability in Higher Education, 26(5), 1072–1095. https://doi.org/10.1108/IJSHE-02-2024-0110
Markowitz, D. M., Kouchaki, M., Gino, F., Hancock, J. T., & Boyd, R. L. (2023a). Authentic First Impressions Relate to Interpersonal, Social, and Entrepreneurial Success. Social Psychological and Personality Science, 14(2), 107–116. https://doi.org/10.1177/19485506221086138
Mirbabaei, S. M., Ahmadinejad, B., Hajmalek, M., Shojaeifard, M., Laalkazemian, E., & Karampour, A. (2023). Investigating the Impact of Social Media Marketing Activities on Customer Satisfaction with the Mediating Role of Brand Equity and Perceived Value. Asian Journal of Business and Accounting, 16(2), 257–279. https://doi.org/10.22452/ajba.vol16no2.9
Mitra, A. K. (2023). A step-by-step guide to data analysis using spss: Iron study data. In Statistical Approaches for Epidemiology: From Concept to Application (pp. 343–362). Springer International Publishing. https://doi.org/10.1007/978-3-031-41784-9_20
Nazir, M., & Wani, T. A. (2024). Role of social media influencer toward environmental involvement and green buying behavior. Business Strategy and Development, 7(2). https://doi.org/10.1002/bsd2.390
Niu, X., Li, M., Sun, Z., & Li, H. (2025). How anticipated positive and negative emotions influence pro-environmental behavior via environmental attitudes. Frontiers in Psychology, 16. https://doi.org/10.3389/fpsyg.2025.1625619
Okello, G. O. (2024). Statistical methods using SPSS. In Statistical Methods Using SPSS. CRC Press. https://doi.org/10.1201/9781003386636
Peiró-Signes, Á., Biondo, A., Sakka, G., Borsellino, V., & Galati, A. (2025). Exposure to social media pro-environmental campaigns and its impact on Generation Z’s commitment to environmental sustainability actions. Sustainable Futures, 10. https://doi.org/10.1016/j.sftr.2025.101320
Piyapong, J. (2020). Factors Affecting Environmental Activism, Nonactivist Behaviors, and the Private Sphere Green Behaviors of Thai University Students. Education and Urban Society, 52(4), 619–648. https://doi.org/10.1177/0013124519877149
Sundram, S. (2022). GREEN MARKETING APPROACHES AND ITS IMPACT ON CONSUMER BEHAVIOUR TOWARDS ENVIRONMENT: SPECIAL REFERENCE TO SALEM, TAMIL NADU. MSW Management, 32(2), 67–73. https://doi.org/10.7492/328ch040
Taufique, K. M. R. (2022). Integrating environmental values and emotion in green marketing communications inducing sustainable consumer behaviour. Journal of Marketing Communications, 28(3), 272–290. https://doi.org/10.1080/13527266.2020.1866645
Varni, A., Thai, C. L., & Jamaleddine, S. (2024). Using an Instagram campaign to influence knowledge, subjective norms, perceived behavioral control, and behavioral intentions for sustainable behaviors. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1377211
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Published
2026-05-12
How to Cite
HIDAYAT, Taufiq; SUBAHAN, Ahmad; RAMADHANI, Aulia.
Exploring the Impact of Social Media Green Marketing on Students’ Green Attitude and Behavior.
JMK (Jurnal Manajemen dan Kewirausahaan), [S.l.], v. 11, n. 2, p. 404-423, may 2026.
ISSN 2656-0771.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan/article/view/8515>. Date accessed: 14 may 2026.
doi: https://doi.org/10.32503/jmk.v11i2.8515.
Issue
Section
Artikel Ilmiah
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