2.1. Theory of Reasoned Action (TRA)
The Theory of Reasoned Action (TRA), developed by Fishbein and Ajzen in 1975, is a psychological framework designed to predict and understand human behavior by focusing on behavioral intentions. According to TRA, an individual’s behavioral intention is determined by two key factors: attitude towards the behavior and subjective norm. Attitude refers to the individual’s positive or negative evaluation of performing the behavior, while subjective norm encompasses the perceived social pressure from significant others to engage or not engage in the behavior [
25,
26]. TRA is particularly valuable in various fields such as health promotion, environmental behavior, and consumer behavior due to its predictive power. By analyzing how attitudes and social norms shape intentions, TRA helps researchers and practitioners design effective interventions to influence behaviors, thus enhancing its practical significance across different domains [
27,
28].
The Theory of Reasoned Action (TRA) has been widely applied across various research fields, demonstrating its versatility and effectiveness in predicting and influencing human behavior. TRA has been used to understand and promote health-related behaviors, such as disease prevention and health promotion. For instance, a study applied the TRA to investigate children’s behavioral intentions regarding climate change adaptation in Vietnam, highlighting the theory’s effectiveness in predicting health-related intentions based on attitudes and subjective norms [
27]. Environmental behavior research has also benefited from TRA, as seen in a study in Saudi Arabia that explored consumers’ intentions to adopt hybrid electric vehicles, finding that attitudes and subjective norms significantly influenced their adoption decisions [
28]. Additionally, TRA has been extensively used in consumer behavior research to examine online shopping habits, brand loyalty, and product adoption, showing that consumer attitudes and perceived zsocial influences play a crucial role in shaping purchasing intentions [
26].
Social media marketing activities encompass various strategies and tactics deployed by brands to engage with consumers on platforms like Facebook, Instagram, Twitter, and others. These activities include content creation, influencer partnerships, interactive campaigns, user-generated content, and targeted advertisements. From the perspective of TRA, the purpose of SMMAs is to shape consumer attitudes and influence their intentions, ultimately guiding their behavior. TRA posits that an individual’s intention to perform a behavior is influenced by their attitude towards the behavior and subjective norms [
29]. In this context, SMMAs aim to positively impact consumer attitudes towards green products by highlighting their environmental benefits and associating them with positive social norms.
Social media marketing activities (SMMAs) play a crucial role in shaping consumer attitudes towards green products by providing positive and engaging content that enhances perceptions of the product’s value and benefits, leading to favorable attitudes. By leveraging appealing narratives and visual content, SMMAs can make green products more attractive to consumers who might otherwise be indifferent or skeptical. Social media platforms also offer a space where consumers can observe the behavior and opinions of their peers and influencers. When consumers see environmentally conscious behaviors and green product purchases endorsed by influential figures or their social circle, they are more likely to adopt these behaviors themselves, aligning with the TRA concept of subjective norms, where perceived social pressure influences behavioral intentions. The ultimate goal of SMMAs is to convert positive attitudes and favorable subjective norms into behavioral intentions and actual purchasing behavior. By consistently engaging with consumers and reinforcing positive messages about green products, SMMAs can strengthen the intention to repurchase green products, emphasizing the direct link between intention and behavior, which is a key aspect of TRA in predicting actual purchase decisions [
30].
A study on customer intentions in China’s e-commerce sector analyzed the impact of social media marketing activities (SMMAs) on social identification, satisfaction, and purchase intentions, demonstrating that SMMAs significantly enhance social identification and perceived value, leading to higher customer satisfaction and stronger purchase intentions [
12]. Similarly, research focused on airline industry customers concluded that SMMAs positively affect brand equity by enhancing brand awareness, perceived quality, and brand loyalty [
31]. Additionally, in the hospitality industry, a study reviewed social media marketing strategies for hotels and travel agencies, finding that effective SMMAs lead to higher customer engagement, resulting in increased brand loyalty and revisit intentions [
32]. These studies collectively support the Theory of Reasoned Action (TRA) by illustrating how social media activities shape consumer attitudes and subjective norms, influencing behavioral intentions such as purchase and revisit decisions.
- b.
Green Values
Green values are key mediating variables in this research. They refer to the attitudes, beliefs, and principles that emphasize the importance of preserving the environment and promoting sustainability, shaping how individuals perceive and interact with products and brands that advocate for environmental consciousness [
33]. Examining green values as mediating variables clarifies how deeply held environmental principles influence consumer behavior. According to the Theory of Reasoned Action (TRA), an individual’s behavior is directly influenced by their intention to perform the behavior, which in turn is shaped by their attitudes and subjective norms [
16]. Green values therefore play a critical role in shaping the attitude component of the TRA model. By mediating the relationship between social media marketing activities and repurchase intention, green values help in understanding how marketing efforts translate into actual consumer actions based on environmental principles [
34].
The Theory of Reasoned Action posits that behavior results from the intention formed by attitudes and subjective norms. Green values significantly impact this process by serving as a foundation for the attitudes that consumers form towards green products. When consumers hold strong green values, they are more likely to have positive attitudes towards products and brands that align with their environmental beliefs, thus increasing their intention to repurchase such products [
35]. In this study, green values act as a crucial mediator by linking social media marketing activities and ESG green brand involvement to repurchase intention. This alignment ultimately leads to a stronger intention to repurchase, as consumers seek to support brands that reflect their own environmental values [
36].
Hu et al. [
37] explored ways to enhance consumer repurchase intentions for green products through social media marketing, focusing on green values, environmental concerns, brand image, and involvement. The findings revealed that social media marketing boosts green values and other factors, encouraging green repurchases. Utilizing the Theory of Reasoned Action (TRA), the study examined how attitudes influenced by social media marketing translate into repurchase intentions [
37]. Similarly, Liu et al. [
38] compared the cognitive affect behavior (CAB) model and TRA in predicting everyday green consumption among non-Hispanic White and Hispanic consumers. The results showed that the TRA model, particularly when extended with product knowledge, was superior in explaining green consumption, highlighting TRA’s effectiveness in predicting green behavior [
38]. The results indicated significant positive effects of brand equity on purchase intention and underscored the moderating role of government subsidies. TRA was employed to explore how green awareness and attitudes influence purchase intentions [
39].
- c.
Environmental Concerns
Environmental concerns in this study refer to the awareness and apprehension individuals have about the environmental impacts of their behaviors and the broader ecological consequences. This includes worries about pollution, climate change, resource depletion, and loss of biodiversity. Such concerns influence how consumers perceive and interact with products and brands that are positioned as environmentally friendly [
40]. The primary purpose of incorporating environmental concerns as mediating variables is to understand how these concerns influence consumer behavior and decision-making processes. According to the Theory of Reasoned Action (TRA), an individual’s behavior is directly influenced by their intention to perform the behavior, which is shaped by their attitudes and subjective norms [
16]. Environmental concerns play a critical role in forming these attitudes, as they reflect a consumer’s ethical and ecological values. By mediating the relationship between social media marketing activities and repurchase intention, environmental concerns help in understanding how marketing efforts can effectively address and leverage these concerns to drive consumer actions [
34].
The Theory of Reasoned Action posits that behavior results from the intention formed by attitudes and subjective norms. Environmental concerns significantly impact this process by shaping the attitudes consumers form towards green products. When consumers have high environmental concerns, they are more likely to develop positive attitudes towards products and brands that demonstrate a commitment to environmental sustainability, thereby increasing their intention to repurchase such products [
41]. In this study, environmental concerns act as a crucial mediator by linking social media marketing activities and ESG green brand involvement to repurchase intention. Effective social media marketing that highlights a brand’s environmental initiatives can resonate with consumers’ environmental concerns, enhancing their positive attitudes towards the brand and its products. This alignment ultimately leads to a stronger intention to repurchase, as consumers seek to support brands that reflect their own environmental values [
42]. By examining the role of environmental concerns through the lens of TRA, the study sheds light on the psychological mechanisms driving green consumer behavior. This understanding is essential for marketers aiming to design effective campaigns that not only promote products but also align with the deeper environmental values of their target audience.
Mi et al. [
43] investigated corporate social responsibility (CSR) behavioral intentions among businesses, emphasizing the role of environmental concerns and expected CSR benefits and efforts. The findings revealed several determinants that affect behavioral intentions towards CSR practices, including environmental concerns, which were critical in shaping corporate actions. The study applied the Theory of Reasoned Action (TRA) to discuss behavioral models for CSR practices. Similarly, Wang et al. [
44] explored consumers’ intentions to engage in sustainable tourism practices, focusing on the impact of environmental concerns and perceived behavioral control. The study found that environmental concerns significantly influenced sustainable tourism intentions, with perceived behavioral control acting as a moderator. This research extended TRA by incorporating perceived behavioral control to better understand environmental behavior. Kim and Lee [
45] examined the influence of environmental concerns on consumers’ intentions to engage in green purchasing behaviors in South Korea. The results indicated that higher environmental concerns led to stronger intentions to purchase green products, highlighting the importance of aligning marketing strategies with environmental values. TRA was employed to analyze how attitudes and subjective norms influenced green purchasing behaviors. These studies collectively underscore the critical role of environmental concerns in shaping sustainable behaviors and the applicability of TRA in understanding these dynamics [
43,
44,
45].
- d.
Brand Image
Brand image refers to the perceptions and associations that consumers hold about a brand, formed through direct and indirect experiences with the brand [
46]. It encompasses various attributes such as quality, reliability, and sustainability. In the context of green products, a positive brand image is associated with the brand’s commitment to environmental responsibility and sustainable practices [
47]. This study examines brand image as a mediating variable to understand how consumers’ perceptions of a brand, shaped by social media marketing and ESG initiatives, influence their intention to repurchase green products. Social media marketing activities play a significant role in shaping and enhancing brand image by promoting the brand’s green values and sustainable practices. Similarly, a brand’s involvement in ESG (environmental, social, and governance) practices reinforces its commitment to sustainability, thereby enhancing its brand image [
48]. A strong brand image built on credible social media marketing and authentic ESG practices fosters consumer trust, which is essential for repurchase intention [
49]. According to the Theory of Reasoned Action (TRA), attitudes significantly influence behavioral intentions, and a positive brand image enhances consumers’ attitudes towards the brand, thereby increasing their likelihood of repurchasing the brand’s products [
16]. Additionally, brand image enhances the perceived value of the product, making consumers more likely to repurchase green products from brands that they perceive as socially and environmentally responsible [
50].
Research on customers’ brand-switching behavior within the mobile phone industry revealed that brand image plays a significant role in affecting consumers’ brand-switching behavior, with a positive brand image reducing the likelihood of switching and a negative brand image increasing it. The Theory of Reasoned Action (TRA) was applied to understand how attitudes and subjective norms influence this behavior [
51]. A study on the influence of peers on Instagram on US consumers’ purchase intentions indicated that a positive brand image, reinforced by peer influence and social proof, significantly increased purchase intentions. This study utilized the TRA framework to analyze how attitudes and subjective norms shaped by peer interactions affect purchasing decisions [
52]. Factors influencing consumers’ purchase intentions towards life insurance in Bangladesh emphasized the importance of brand image. The results demonstrated that a strong and positive brand image significantly enhances purchase intentions. The TRA was again used to show how attitudes and subjective norms towards the brand influence these intentions [
53].
- e.
Brand Involvement
Brand involvement refers to the level of personal relevance and interest that consumers have in a brand, reflecting the degree to which a consumer is willing to engage with and think about a brand’s products and marketing efforts [
54]. High brand involvement indicates that consumers are more likely to process information about the brand deeply and integrate it into their attitudes and decision-making processes. This study examines brand involvement as a mediating variable aims to understand how consumers’ engagement with a brand, influenced by social media marketing and ESG initiatives, affects their intention to repurchase green products. Social media marketing activities can enhance brand involvement by creating engaging and interactive content that resonates with consumers’ values and interests. Similarly, a brand’s ESG (Environmental, Social, and Governance) practices can increase brand involvement by aligning with consumers’ environmental concerns and ethical values [
55].
Some studies indicate that brand involvement plays a significant role in mediating the relationship between social media marketing, ESG involvement, and repurchase intention. According to the Theory of Reasoned Action (TRA), attitudes significantly influence behavioral intentions, and high brand involvement strengthens the positive attitudes formed through social media marketing and ESG practices, increasing the likelihood of repurchasing green products [
30]. Moreover, brand involvement enhances the perceived value of the brand’s products, making consumers more likely to perceive the brand as unique and superior, particularly in terms of its commitment to sustainability, thereby increasing their repurchase intention [
56].
Thomas et al. [
57] aimed to understand consumers’ attitudes toward a brand and their purchase intentions within the context of a cause-related marketing campaign for a pharmacy product. The results indicated that high brand involvement enhances consumers’ positive attitudes and purchase intentions, showing that consumers with higher involvement in a brand are more likely to respond positively to cause-related marketing campaigns. The Theory of Reasoned Action (TRA) was used to explain how attitudes and subjective norms influence these behaviors. Similarly, a study by Walsh et al. [
58] explored the factors driving consumers’ intention to buy manufacturer brands, focusing on perceived quality, brand involvement, and attitudes toward private-label brands. Their findings revealed that high brand involvement enhances purchase intentions for manufacturer brands, with the TRA framework demonstrating how perceived product quality, brand involvement, and subjective norms interact to influence buying intentions. Brodowsky et al. [
59] examined how brand and country influences affect purchase intentions, using the TRA to understand these dynamics. This research showed that high brand involvement positively affects purchase intentions, as consumers who are more involved with a brand are influenced by their attitudes and subjective norms toward the brand’s country of origin. The TRA framework provided a basis for understanding these influences [
57,
58,
59].