International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 4
July-August 2026

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The Influence of Social Media Green Marketing on Brand Loyalty among Generation Z Consumers

Author(s) Ms. Aradhana Negi
Country India
Abstract This study examines how social media green marketing influences brand loyalty among Generation Z consumers, investigating the mediating roles of green brand image, green trust, and brand engagement in this relationship. A quantitative research design was employed, utilizing a structured online questionnaire distributed to 385 Gen Z respondents born between 1997 and 2012 who actively use social media platforms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships. The results indicate that social media green marketing significantly and positively influences brand loyalty among Generation Z consumers. Green brand image and green trust were found to partially mediate this relationship, while brand engagement emerged as a significant mediator. Authenticity and transparency in green marketing communications were identified as critical determinants of trust and loyalty formation. The study's cross-sectional design and geographic focus limit generalizability, suggesting that future research should adopt longitudinal approaches and cross-cultural comparisons. Brands targeting Gen Z consumers should prioritize authentic, transparent, and interactive green marketing communications on social media platforms, focusing on building green trust and cultivating positive green brand image. This study contributes to the emerging literature on social media green marketing by integrating multiple mediating mechanisms and focusing specifically on Generation Z, a cohort characterized by heightened environmental consciousness and digital nativity.
Keywords Social media green marketing, brand loyalty, Generation Z, green trust, green brand image, sustainability
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-07
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.83194
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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