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Abstract

The environmental movements have had a profound impact on both environmental awareness and consumer conduct, leading to a notable surge in the demand for environmentally friendly (green) products. The subject of environmental concerns has gained significant attention among consumers, leading to an increased awareness among individuals regarding the repercussions of their consumption patterns on the environment. The current study is an applied descriptive survey research that examined the impact of social media marketing on the intention to purchase green products, specifically focusing on the role of brand credibility and strategic thinking among customers of Pars Hayan Company's cosmetics and health products. According to Cochran's formula, a statistical sample of 385 individuals was chosen using the convenience random sampling method. Data was collected using a questionnaire consisting of 20 items that utilized the Likert scale. Data analysis was done by using SPSS and PLS through descriptive and inferential statistics. The findings of the study indicated that social media marketing has a positive and significant impact on green purchase intention, brand credibility, and strategic thinking. Besides, strategic thinking significantly and positively influenced on the green purchase intention, while brand credibility revealed no statistically significant impact on green purchase intention. Finally, the brand credibility and strategic thinking on the relationship between social media marketing and green purchase intention was shown to be insignificant.