Algorithm-Driven Sustainable Consumption: Examining the Influence of Social Media Algorithms on Consumer Behavior Through Perceived Green Value and Environmental Awareness
DOI:
https://doi.org/10.70122/jbst.v1i1.1Keywords:
social media algorithm, perceived green value, environmental awareness, consumer behavior, sustainable consumptionAbstract
The rapid growth of social media platforms has significantly influenced how consumers access information and make purchasing decisions. This study examines the impact of social media algorithm on consumer behavior, with perceived green value and environmental awareness serving as mediating variables among consumers in Pakistan. The study investigates how algorithm-driven content shapes consumers’ perceptions of green products, increases environmental awareness, and influences sustainable purchasing behaviour. A quantitative research design was adopted, and data were collected from 360 respondents using a structured questionnaire based on a five-point Likert scale. The data were analyzed using SmartPLS 4 to assess both the measurement and structural models. The structural model showed that all proposed hypotheses were supported. Social media algorithm had significant positive effects on perceived green value (β = 0.681, p < 0.001) and environmental awareness (β = 0.592, p < 0.001). In addition, perceived green value (β = 0.473, p < 0.001) and environmental awareness (β = 0.286, p < 0.001) significantly influenced consumer behavior, while the direct effect of social media algorithm on consumer behavior was also positive and significant (β = 0.162, p = 0.001). The findings highlight the role of social media algorithms in promoting sustainable consumer behavior through enhanced green value perceptions and environmental awareness.
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