The Impact of TikTok on Green Purchase Intention: The Mediating Role of Consumer Perception

This study examines the impact of the social media platform TikTok on green purchase intention through the mediating role of consumer perception. Data were collected via an online survey of young consumers in the North Central region of Vietnam and analyzed using SPSS and AMOS 22.0, employing Cronbach’s Alpha, EFA, CFA, and SEM techniques. The results indicate that TikTok-related factors, including content quality (CL), trust level (MDTT), and the credibility of KOLs/KOCs (DTC), all have positive effects on perception (NT), which in turn enhances green purchase intention (YDMH). Perception (NT) plays a significant mediating role in this relationship. The study provides managerial implications for businesses in leveraging TikTok to promote sustainable consumption.