FROM DIGITAL GREEN PROMOTION TO CONSUMER WASTE REDUCTION BEHAVIOR: THE SERIAL MEDIATION ROLE OF SOCIAL MEDIA ENGAGEMENT AND SUSTAINABLE LIFESTYLE

Abstract

This study examines the effect of digital green promotion on consumer waste reduction behavior through social media engagement and sustainable lifestyle. The study responds to the growing concern that environmental awareness does not always translate into concrete waste-reducing practices, especially in the digital consumption era. A quantitative explanatory approach was employed, using an online questionnaire distributed to social media users who had been exposed to green promotion or sustainability-related content. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that digital green promotion has a positive and significant effect on social media engagement, sustainable lifestyle, and consumer waste reduction behavior. Social media engagement also positively influences sustainable lifestyle and consumer waste reduction behavior, while sustainable lifestyle significantly contributes to consumer waste reduction behavior. Furthermore, the mediation results indicate that social media engagement mediates the relationship between digital green promotion and sustainable lifestyle, sustainable lifestyle mediates the relationship between social media engagement and consumer waste reduction behavior, and both variables sequentially mediate the relationship between digital green promotion and consumer waste reduction behavior. This study concludes that digital green promotion can encourage waste reduction when it creates interactive engagement and supports sustainable lifestyle adoption.