This study aims to investigate the relationship between green knowledge (GK) and social media platforms usage (SMPU) and the investor’s behavioral intentions toward green investments in Egypt.
The study used partial least squares structural equation modeling to analyze the data and test hypotheses based on a sample of 450 individual investors who have investment experience.
The results show that attitude (ATT), subjective norm (SN), GK and SMPU have a significant relationship with behavioral intention toward green investments (BIGI), but there is no relation between perceived behavioral control (PBC) and BIGI. As for the moderating effect, SMPU moderates the relationship between ATT, SN, GK and BIGI, but not between PBC and BIGI.
The study provides some implications for investment providers, service providers and policymakers.
Despite the increasing global interest in climate change and its consequent opportunities and challenges for business, the studies did not place a strong emphasis on green investment; so, based on the theory of planned behavior, this study sheds light on the motivational factors that may push the (BIGI). The study also examined how social media platforms usage and green knowledge support (BIGI).
