THE INFLUENCE OF PARTICIPATION IN VIRTUAL CORPORATE SOCIAL RESPONSIBILITY CO-CREATION ON THE GREEN PURCHASE INTENTION IN MILLENNIALS
Virtual corporate social responsibility co-creation initiatives has become a powerful strategic tool for businesses looking to encourage environmentally friendly consumption. The study aims to investigate whether Millennials’ participation in virtual CSR co-creation activities will lead to green purchase intentions. This empirical study introduces a moderated mediation effect model, taking virtual corporate social responsibility co-creation as the independent variable, environmental concern as the moderating variable, and virtual community identity as the mediating variable, to explore the impact mechanism of virtual corporate social responsibility on green purchase intention. The results show that Millennials' participation in virtual corporate social responsibility co-creation promotes green purchase intention, environmental concern plays a moderating role in the interaction effect, and virtual community identity partially mediates this effect, which in turn influences green purchase intention indirectly. The research not only beneficial to the long-term development of enterprises, but also of great significance to promoting the sustainable development of the entire society.
Virtual CSR Co-Creation, Green Purchase Intention, Environmental Concern, Virtual Community Identity.