Social Influence and Brand Image as Mediators of Sustainability Values: A Study of Green Purchase Intentions Among Thai Youth
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Despite growing interest in sustainability, a gap remains between consumers’ environmental values and their actual green purchasing behavior. This study examines how socialization agents—interpersonal networks and social media—shape social influence and brand image, and how these factors mediate the relationship between sustainable consumption value and green purchase intention among young Thai consumers. Drawing on social influence theory and consumer socialization theory, the research employs a quantitative design using survey data from 495 young adults aged 18–24 in Bangkok, Thailand. The results confirm that sustainability values significantly predict green purchase intention, with both social influence and brand image acting as parallel mediators. Notably, social media agents positively influence both brand image and purchase intention, while interpersonal agents show no significant effect, reflecting a shift in influence toward digital platforms. Although serial mediation paths were proposed, none were supported, suggesting that young consumers respond to multiple cues concurrently rather than through step-by-step processes. This study contributes to the sustainable consumption value literature by highlighting the importance of multi-channel socialization processes in shaping green purchase behavior. It also underscores the critical role of brand image as a bridge between ethical values and consumer action. These findings offer practical implications for brand managers, marketers and policymakers seeking to design effective, socially resonant sustainability campaigns targeting digitally engaged youth.
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