The Mediating Effect of Perceptions of Green Products on the Relationship Between Social Media Usage and Consumer Engagement among Gen Z and Millennials on Small Medium Enterprises

Jade Michael B. Asna, Crispin Jay T. Roscales, John Mark B. Lazaro and Helaria B. Carmona
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Jade Michael B. Asna: Student, Santo Tomas College of Agriculture Sciences and Technology
Crispin Jay T. Roscales: Student, Santo Tomas College of Agriculture Sciences and Technology
John Mark B. Lazaro: Instructor, Santo Tomas College of Agriculture Sciences and Technology
Helaria B. Carmona: Vice-President, Santo Tomas College of Agriculture Sciences and Technology

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 5068-5084

Abstract: Social media is reshaping how Gen Z and Millennials perceive and engage with green products, yet it remains unclear whether these perceptions lead to meaningful consumer engagement. This study examined whether perceptions of green products mediate the relationship between social media usage and consumer engagement. The researchers employed a quantitative, non-experimental research design using a descriptive-causal methodology, which utilized mediation analysis. The study involved a sample of 260 respondents, comprising 130 Gen Z and 130 Millennial consumers from Santo Tomas, Davao del Norte. Respondents were selected using a random sampling technique. Data were gathered using three modified and adapted survey questionnaires, which were subjected to content validity and followed ethical research guidelines. Data were analyzed using mean, Pearson correlation, and path analysis for mediation testing. Results revealed a strong correlation between social media usage and consumer engagement (r = 0.764, p

Date: 2025
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