Social Shopping Intention of the University Students toward Sustainable Goods: An SEM-Based Investigation

Abstract

This study examines how the perceived information quality and the information credibility of social media shopping sites together with price consciousness shape the university students’ intention to purchase organic agricultural products as sustainable alternatives to traditional goods in Bangladesh. A survey of 160 university students was analyzed with partial least squares structural equation modeling (SEM) technique. The measurement model met standard reliability and validity criteria; collinearity was low. The information credibility and the information quality significantly increased social shopping intention, while price consciousness showed a non-significant effect. These findings are consistent with social commerce literature that emphasizes information cues and eWOM signals in shaping online decisions and suggest that credible, well-reasoned content may outweigh price considerations for this segment. Theoretically, this study contributes to elaboration likelihood model and information-adoption perspectives to social media context for sustainable consumption study. Practically, the findings motivate marketers to strengthen their communication sources and information presentation, rather than follow price-only promotional strategies.