The Role of Online Group Membership and Psychological Factors in Strengthening Responsible Consumption Behavior

Abstract

The purpose of this study was to examine the role of online group membership, social media usage, and psychological factors including social interactions, environmental knowledge, subjective norms, and social responsibility in strengthening green purchasing behavior as a key dimension of responsible consumption. This study was applied in terms of purpose and descriptive-survey in terms of methodology. The statistical population consisted of consumers who purchase green products and actively participate in social media and online groups. The sample size was determined as 384 using Cochran’s formula, and sampling was conducted using a combination of purposive and random methods. Data were collected using a standardized questionnaire whose validity and reliability were confirmed through Cronbach’s alpha, composite reliability, and average variance extracted. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SPSS and PLS software. The results showed that social interactions in online groups had a significant positive effect on green purchasing behavior (β=0.623, p<0.001). Consumer knowledge and awareness also had a significant positive effect (β=0.615, p<0.001). Furthermore, subjective norms (β=0.580, p<0.001), consumer social responsibility (β=0.640, p<0.001), and social media usage (β=0.568, p<0.001) all had significant positive effects on green purchasing behavior. The t-values for all structural paths exceeded the critical threshold of 1.96, confirming the statistical significance and robustness of the relationships in the structural model. The findings demonstrate that the integration of social, psychological, and digital factors plays a crucial role in strengthening responsible consumption behavior. Online social interactions facilitate social learning and reinforce environmentally responsible attitudes. Increased environmental knowledge and social responsibility enhance consumers’ ability to make informed and ethical purchasing decisions. Social media platforms also contribute by providing interactive environments, disseminating environmental information, and reinforcing positive social norms. Therefore, strengthening online communities, enhancing consumer awareness, and strategically utilizing social media can significantly promote responsible consumption behavior and support the development of sustainable consumption patterns in society.