Social Media’s Impact on Green E-commerce in Vietnam: A Reciprocity Theory Perspective

Abstract

This study addresses the research gap in explaining the socio-psychological mechanisms that translate environmental awareness into actual behavior within digital marketplaces. Drawing on the Reciprocity Theory specifically chosen to decode how users reciprocate positive online social influences with sustainable actions this research investigates social media's impact on green e-commerce in Vietnam. Analyzing data from 315 consumers using PLS-SEM, results indicate that social media significantly drives green purchase intentions. Crucially, sustainable consumption values and environmental responsibility act as key mediators, whereas green product knowledge shows no significant mediating effect. This novel contribution highlights that mere information is insufficient to motivate sustainable digital consumption when credibility is threatened by greenwashing. These findings offer practical implications for businesses aiming to leverage social media in promoting green e-commerce and building sustainable brands.