This study investigates how social media, as a value co-creation platform, influences green consumption intention and behavior among consumers in Taiwan and Vietnam. With the rapid growth of sustainability awareness and social media usage, consumers’ exposure to green product information, information sharing, and actual consumption behavior have become increasingly interconnected. However, limited empirical research has compared these mechanisms across different cultural contexts. Drawing on message framing theory, the Theory of Planned Behavior (TPB), and green electronic word-of-mouth (GE-WOM), this study develops an integrated social media-based model to examine how environmental awareness, green product knowledge, and health consciousness influence GE-WOM through attitude, subjective norms, and perceived behavioral control, thereby promoting green consumption intention and behavior. This study adopts structural equation modeling and collects valid samples from social media users in Taiwan and Vietnam. SmartPLS 4 is employed to assess reliability, validity, and the structural model. The results show that environmental awareness, green product knowledge, and health consciousness positively enhance consumers’ attitudes toward green behavior and further influence GE-WOM through subjective norms and perceived behavioral control. GE-WOM significantly promotes green consumption intention, while green value co-creation serves as a critical mediating mechanism in driving green consumption behavior. Differences in several path effects between Taiwan and Vietnam indicate that cultural context and market maturity shape the influence of social media-enabled value co-creation on green consumption. This study contributes to the literature on social media, value co-creation, and sustainable consumption, while offering practical implications for firms seeking to promote green products through GE-WOM, sustainability-oriented content, and co-creation mechanisms.

Keywords

Social media; value co-creation; green electronic word-of-mouth; Theory of Planned Behavior; green consumption intention; sustainable behavior.