The role of social media in consumers' intentions to buy green food: evidence from Turkiye

PurposeThere is limited research examining the relationship between social media and green food purchasing behaviour. In the current study, we examine the factors that affect consumers' green food purchasing behaviour in Turkiye.Design/methodology/approach Data collected from the participants by survey method were analysed using Smart PLS 4.0 with IBM SPSS 26 and PLS to run SEM.Findings Our findings have revealed that from all the structural elements in the theory of planned behaviour (TPB), only attitude and perceived behavioural control contribute to consumers' green food purchasing behaviour, while subjective norms do not contribute to consumers' green food purchasing behaviour. Additionally, it was found that social media usage (SMU) and digital marketing interactions (DMI) have a positive and significant effect on green food purchasing behaviour. More information, experiences, opinions and recommendations on green foods in social media channels can encourage consumers to buy more green food.Originality/value This study first evaluates the applicability of the TPB model in explaining green food purchasing behaviour. This study is extended with two new factors included in the original framework of the TPB model, namely, SMU and DMI.