The role of social media in promoting sustainable attitudes is currently understudied. Underpinned by social learning theory, this study unveils the effect of social media usage and browsing on sustainable purchasing attitude, the underlying mechanism, and the boundary condition. Drawing on a sample of 693 experienced respondents analyzed using structural equation modeling, this study reveals that social media usage and browsing have a significant positive association. Both constructs significantly impact sustainable purchasing attitudes with complementary partial mediation of the drive for environmental responsibility. Further, trust in social media and perceived environmental effectiveness significantly moderate the relationships belongs to the browsing and drive for environmental responsibility. Contrary to the theorization, moderating constructs cannot substantially impact the proposed associations of social media usage. In this manner, the present research is innovative and provides valued knowledge to comprehend social media's role in encouraging sustainable attitudes.

社交媒体在促进可持续态度方面的作用目前尚未得到充分研究。本研究以社会学习理论为基础，揭示了社交媒体使用和浏览对可持续购买态度的影响、潜在机制和边界条件。本研究以使用结构方程模型分析的 693 名经验丰富的受访者为样本，表明社交媒体使用和浏览具有显着的正相关。两种结构都显着影响可持续购买态度，并在推动环境责任的过程中起到互补的部分中介作用。此外，对社交媒体和感知环境有效性的信任显着缓和了属于浏览和环境责任驱动的关系。与理论相反，调节结构不能显着影响社交媒体使用的提议关联。通过这种方式，本研究具有创新性，并提供有价值的知识来理解社交媒体在鼓励可持续态度方面的作用。