GREEN MARKETING IN THE DIGITAL AGE: EXAMINING THE INTERPLAY BETWEEN ENVIRONMENTAL CONCERN, GREEN SOCIAL MEDIA EXPOSURE, AND ATTITUDE TOWARD GREEN PRODUCTS

Abstract

Rapid advances in digital technology have fundamentally reshaped how Micro, Small, and Medium Enterprises (MSMEs) promote their offerings, particularly in adopting green marketing approaches. This study investigates the extent to which Environmental Concern (EC) and Green Social Media Marketing Exposure (GSMME) contribute to Environmental Commitment (ECM), with Attitude toward Green Product (ATGP) serving as a mediating variable. A quantitative research design was applied, gathering data from 200 millennial respondents in Indonesia who actively engage with social media and regularly purchase green MSME products. The data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0 software. Findings reveal that both EC and GSMME yield positive and statistically significant effects on ATGP. In addition, ATGP was found to substantially affect ECM and to act as a partial mediator linking the two exogenous variables to the outcome variable. These outcomes are consistent with the Theory of Planned Behavior (Ajzen, 1991), which holds that favorable attitudes function as a critical bridge connecting environmental awareness with concrete pro-environmental conduct. From a practical standpoint, the study highlights the need for sustainability-driven digital communication strategies, targeted consumer education, and meaningful social media engagement among millennial MSMEs as pathways to strengthening environmental commitment and improving green brand positioning in today’s competitive digital landscape.