Social Media Dynamics and Green Consumption-The Mediating Role of Environmental Attitudes and Green Self-Identity-Cross-Country Research.

This study examined the influence of social media content and online member group support on the environmental attitudes and green self-identity of organic food consumers in Ecuador, Peru, and Chile. Based on the Stimulus-Organism-Response (SOR) framework, data were collected from 766 consumers in Ecuador (n = 310), Peru (n = 259), and Chile (n = 197) through an online survey, the participants were adults from Ecuador, Peru, and Chile with different educational backgrounds who had purchased or consumed organic products during the month preceding the survey. The proposed model was assessed using partial least-squares structural equation modeling. The results revealed that both social media content and online member group support positively influenced environmental attitudes, while environmental attitudes significantly strengthened green self-identity, which in turn positively affected purchasing behavior of organic products. Although some relationships varied across countries, the mediating effects of environmental attitudes were consistently supported. Furthermore, the Measurement Invariance of Composite Models procedure established compositional invariance for all constructs across the three country pairs, and multigroup analysis did not identify significant differences in structural relationships between Ecuador and Peru or between Ecuador and Chile. These findings confirm the transnational robustness of the proposed framework, providing valuable insights into how digital social environments influence environmental attitudes, strengthen ecological self-identity, and promote the purchase of organic foods.