Purpose: The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups. Design/methodology/approach: A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis. Findings: The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups. Originality/value: This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

Purpose: This research aims to conduct a comprehensive conceptual model and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying based on social dilemma theory and psychological egoism theory.Design/methodology/approach: Data were collected using a self-administered questionnaire survey and analyzed with hierarchical regression analysis.Findings: The results indicate that moral obligations, green self-identity, environmental concern and social pressure are positively related to green purchase intention, while perceived cost of green purchasing and price sensitivity are negatively. Meanwhile, social pressure positively moderates the relationship between price sensitivity and consumers' green purchasing intention, but negatively moderates the relationship between perceived cost of green purchasing and consumers' green purchasing intention.Originality/value: First, this study is a comprehensive model of the concept and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying. Specially, this study emphasizes the neglected importance of positive ego-centric factors of green consumer behavior. Second, this study explicitly incorporated the moderating effect of social pressure in the context of China. Since green buying is a social dilemma, the changes in this social dilemma after being affected by social pressure under the Chinese collectivist culture are also worth noting. Third, little is known about what motivates green consumption in emerging economies, and this has been hampered by a lack of cultural knowledge, conceptual richness and behavioral research that critically analyses consumer behavior.

Since rapid economic growth has led to the overuse of natural resources and environmental degradation, increasing attention has been paid to environmental problems. This study aims to explore the relationship between consumers’ perceived value and satisfaction, and energy-saving products purchase intention was investigated using appraisal-emotional response-coping theory. Moreover, this study further investigates these relationships in different consumer groups. In total, 399 questionnaires were collected online and offline, and results though structural equation modeling analysis show that functional, emotional, conditional, and green value have a positive effect on consumer satisfaction and thereby promote the intention to purchase energy-saving products. However, social value is not significant for consumer satisfaction. Perceived value influences consumer satisfaction and varies among different consumers according to the results of multigroup structural equation modeling analysis. These results have practical significance for the design and marketing of energy-saving products.