ABSTRACT
The severe impact of the COVID-19 pandemic on the world has caused consumers to think about environmental issues. Although green products are very important to environmental sustainability, the factors that influence consumers' purchase behavior of green products is unclear. This study aims to explore the impact mechanism of social media marketing on consumers' green product purchase behavior in the post-pandemic era. Based on the theory of planned behavior (TPB), this study constructs an extended TPB model to understand the influencing factors of Chinese consumers' green product purchase behavior in the post-pandemic era. The empirical results of 489 questionnaires show that social media marketing, product knowledge and crisis awareness have a direct or indirect positive influence on purchase intentions. Perceived behavioral control and intentions have positive effects on behavior. The attribution of responsibility facilitates the relationship between intentions and behaviors. The results have important implications for enterprises’ sustainability strategies and provide a framework for investigating green buying behaviors in Chinese culture in the post-pandemic era.