This study aims to investigate the factors contributing to and affecting consumer behavior toward renewable energy by following the theories of reasoned action and planned behavior. For this reason, a quantitative research method was employed and primary data were collected via a questionnaire, resulting in a random sample of 450 respondents. Structural equation modeling (SEM) revealed that concern for environmental commitment positively affects attitudes toward solar energy (β = 0.272, p < 0.001), positive subjective norms toward environmental commitment positively influence attitudes (β = 0.092, p < 0.001), perceptions of solar energy values significantly shape attitudes (β = 0.533, p < 0.001), social influence also plays a role in shaping attitudes (β = 0.047, p < 0.001), and that regulations (behavioral control) have a negative impact on attitudes (β = −0.204, p < 0.001). A positive attitude toward solar energy strongly predicts purchase intention (β = 0.944, p < 0.001). The overall model highlights the direct influence of attitude on buying intention and underscores the roles of environmental concern and functional utility in shaping consumer attitudes. This study contributes to the existing literature on renewable energy adoption by providing empirical evidence on the factors influencing consumers’ attitudes toward solar energy systems. By identifying key predictors, the study offers valuable insights into how these elements shape consumer attitudes and subsequent purchase intentions. Additionally, the study enhances the understanding of the role of positive attitudes in driving investment in solar energy, thereby contributing to both theoretical frameworks and practical applications in energy policy and marketing strategies.

Greenwashing refers to the fabrication of environmental claims or the exploitation of unreliable data to support an unjustified green image. This study examines how greenwashing undermines sustainable marketing communication and consumer management by eroding trust-based brand–consumer relationships. Grounded in an integrated framework that combines the Theory of Planned Behavior, Expectation Confirmation Theory, and Consumer–Brand Relationship Theory, the research develops a cohesive model linking brand expectations, belief disconfirmation, consumer confusion, brand trust, and loyalty. Survey data from 375 Lebanese consumers were analyzed using structural equation modeling, confirming that subjective norms, perceived behavioral control, and behavioral beliefs significantly shape expectations toward green brands. When greenwashing is perceived, these expectations result in belief disconfirmation, which in turn heightens confusion, reduces trust, and weakens brand loyalty. The findings highlight that while greenwashing may offer short-term reputational benefits, it functions as a critical barrier to sustainable consumption by discouraging authentic engagement with environmentally responsible products. Theoretically, the study advances sustainable marketing literature by identifying expectation disconfirmation and confusion as psychological mechanisms that obstruct progress toward SDG 12 (Responsible Consumption and Production). The study’s innovation lies in integrating three behavioral and relational theories into a unified framework that captures both cognitive (disconfirmation, confusion) and relational (trust, loyalty) mechanisms. This theoretical integration offers a transferable analytical model that can be replicated across markets, generating broader insights into how deceptive sustainability communication affects consumer–brand dynamics. It also contextualizes these mechanisms within a developing-market setting, where weak regulation and fragile institutional trust amplify the risks of greenwashing. Practically, the study emphasizes the need for transparent sustainability communication as both an ethical responsibility and a consumer management strategy essential for fostering loyalty. For policymakers, the results underscore the importance of stronger regulatory oversight, eco-labeling standards, and consumer protection frameworks to mitigate deceptive sustainability claims.

Social media platforms have become essential tools for businesses aiming to engage audiences through innovative communication, particularly in the food and beverage industry. This study explores the impact of three core digital marketing strategies, namely, social media advertisements, electronic word of mouth, and digital influencers, on customer responsiveness in the Lebanese food and beverage sector. Based on a cross-sectional survey of 400 participants, the findings reveal that social media advertisements significantly and positively influence customer responsiveness (β = 0.227, p < 0.001). Likewise, electronic word of mouth strongly predicts customer responsiveness (β = 0.453, p < 0.001), affirming the power of customer-generated content in shaping brand perceptions. Furthermore, the presence of digital influencers emerged as a significant predictor of consumer reaction (β = 0.236, p < 0.001), suggesting that consumers regard influencers as credible sources when making food-related decisions. Among all predictors, electronic word of mouth demonstrated the strongest effect. Control variables such as gender, age, and social media usage intensity showed no significant effect on customer responsiveness. These findings underscore the strategic value of rich media content and peer influence in shaping consumer behavior in the food and beverage industry. The study offers practical insights for marketers seeking to enhance customer engagement and brand responsiveness in digital spaces.

Interactive digital commerce environments increasingly rely on influencers as algorithmically amplified intermediaries between brands and consumers. However, the process through which influencer attributes translate into brand trust remains theoretically underdeveloped. Drawing on Social Influence Theory and Source Credibility Theory, this study develops a process-based model in which consumer engagement operates as a psychological mechanism linking influencer characteristics, namely credibility, brand alignment, interactivity, and authenticity, to brand trust. Using survey data from 400 active social media users in Lebanon and partial least squares structural equation modeling (PLS-SEM), the findings reveal that all four influencer attributes significantly enhance consumer engagement, which in turn strongly predicts brand trust. Influencer–brand alignment emerges as the strongest driver of engagement, suggesting that value congruence functions as a heuristic cue in interactive digital commerce contexts. By conceptualizing engagement as a trust-internalization mechanism within platform-mediated environments, this study advances electronic commerce theory and provides context-sensitive insight into digital trust formation in emerging markets.