... and underlying pro-environmental motivations of young female consumers, offering practical implications for the strategic use of SVIs in social media green marketing and sustainability awareness initiatives. Originality/value The present study bridges a gap by combining source credibility and goal-framing...

... and Rahman, 2019), and further investigation and use of the theory with new variables will open new insights as to how it influences consumers to adopt a sustainable consumption behavior. Social media Green marketing Green products Green purchase intention Theory of reciprocal determinism...

... value orientations and customers’ green behavioral intentions among young consumers. Practical implications The research findings will enormously help green marketers and practitioners to recognize the roles of terminal and instrumental values in evolving green attitude and green behavioral...

...). Adedapo Oluwaseyi Ojo can be contacted at: ojo.adedapo@mmu.edu.my 14 12 2018 17 03 2019 25 03 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Young consumers Green marketing Malaysia Pro-environmental behaviour Green...