Abstract

This study examines the influence of social media on green consumption behavior among 386 students at the University of Social Sciences and Humanities, VNU-HCM. Drawing on the KAP model and the Theory of Planned Behavior, the data were analyzed using Cronbach’s Alpha, EFA, Pearson correlation, and multiple linear regression. The findings show that the model explains 56.4% of the variance in green consumption behavior, with attitude exerting the strongest effect, followed by behavioral intention and social-media information sources. Knowledge has no statistically significant direct effect, indicating an awareness–action gap. The study suggests that green communication in higher education should move beyond knowledge provision to shaping attitudes, social norms, and practical conditions for green consumption.

Keywords: Social media, green consumption, green consumption behavior, students, KAP mode, TPB.