Participation in the implementation of green values that are becoming a global norm often experiences challenges. In response with trends of social media use, a study of barriers to green product purchase intention among social media users is conducted. By descriptive qualitative approach, three keywords are employed, namely: (1) “barriers to green consumption”; (2) “barriers of purchase intention; and (3) “social media use and barriers to green consumption”. The findings reveal: (1) the study of barriers to green product purchase intention among social media users has been gaining importance for future research; (2) the potential future research area includes: (a) the level of belief in green products purchase intention that explains the rationalization of green consumption (green knowledge); and (b) the use of digital media through the role of social media in promoting green consumption (green promotion). The theoretical implication emphasizes contribution to the theory of sustainable marketing, namely barriers as dynamics of market interactivity that are capable of generating responsiveness leading to business competitiveness. While practical implication is shown in business efforts to transform challenges into opportunity.

1. Abbas, A. F., Jusoh, A., Mas’od, A., et al. (2022). Bibliometrix analysis of information sharing in social media. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2021.2016556
2. Afzali, M., & Ahmed, E. M. (2016). Exploring consumer doubt towards local new products innovation and purchase intention. World Journal of Entrepreneurship, Management and Sustainable Development, 12(1), 2–17. https://doi.org/10.1108/wjemsd-05-2015-0022
3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
4. Anderson, W. T., & Cunningham, W. H. (1972). The Socially Conscious Consumer. Journal of Marketing, 36(3), 23–31. https://doi.org/10.1177/002224297203600305
5. Aria, M., & Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007
6. Atlasti. (n.d.). Available online: https://atlasti.com/ (accessed on 13 September 2023).
7. Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17, 51–56. https://doi.org/10.1016/0148-2963(88)90022-7
8. Biblioshiny. (n.d.). Available online: http:// www.bibliometrix.org/home/ (accessed on 13 September 2023).
9. Chanda, R. C., Isa, S. M., & Ahmed, T. (2023). Factors influencing customers’ green purchasing intention: evidence from developing country. Journal of Science and Technology Policy Management.
10. Cleveland, S. (2016). Social media systems in the workplace: Toward understanding employee knowledge creation via microblogging within shared knowledge domains. Informatics, 3(3), 11.
11. Davis, F. D., Bagozzi, R., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35, 982–1003. https://doi.org/10.1287/MNSC.35.8.982
12. Duong, C. D. (2022). Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap. Asia Pacific Journal of Marketing and Logistics, 34(6), 1123-1144.
13. Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50. https://doi.org/10.2307/3151312
14. Gao, B. M., Liu, M. T., & Chu, R. (2022). Information disclosing willingness in mobile internet contexts. Asia Pacific Journal of Marketing and Logistics, 35(1), 108-129.
15. Gleim, M. R., Smith, J. S., Andrews, D., & Jr Joseph Cronin, J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing. https://doi.org/10.1016/j.jretai.2012.10.001
16. Gupta, A., Arora, N., Sharma, R., & Mishra, A. (2022). Determinants of tourists’ site-specific environmentally responsible behavior: an eco-sensitive zone perspective. Journal of Travel Research, 61(6), 1267–1286.
17. Gupta, S., & Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing. https://doi.org/10.1108/07363760910988201
18. Hines, J. M., Hungerford, H., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of Environmental Education, 18, 1–8. https://doi.org/10.1080/00958964.1987.9943482
19. Joshi, Y., Uniyal, D. P., & Sangroya, D. (2021). Investigating consumers’ green purchase intention: Examining the role of economic value, emotional value and perceived marketplace influence. Journal of Cleaner Production, 328, 129638.
20. Kinnear, T. C., Taylor, J. R., & Ahmed, S. A. (1974). Ecologically Concerned Consumers: Who are They? Journal of Marketing, 38, 20–24. https://doi.org/10.1177/002224297403800205
21. Kleijnen, M. H. P., Lee, N., & Wetzels, M. (2009). An exploration of consumer resistance to innovation and its antecedents. Journal of Economic Psychology, 30, 344–357. https://doi.org/10.1016/J.JOEP.2009.02.004
22. Lalicic, L., & Weismayer, C. (2021). Consumers’ reasons and perceived value co-creation of using artificial intelligence-enabled travel service agents. Journal of Business Research, 129, 891–901. https://doi.org/10.1016/J.JBUSRES.2020.11.005
23. Lin, X., & Wang, X. (2022). Towards a model of social commerce: improving the effectiveness of e-commerce through leveraging social media tools based on consumers’ dual roles. European Journal of Information Systems, 1–18.
24. Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841.
25. Liu, M. T., Liu, Y., Mo, Z., & Ng, K. L. (2021). Using text mining to track changes in travel destination image: the case of Macau. Asia Pacific Journal of Marketing and Logistics, 33(2), 371-393.
26. Liu, M. T., Xue, J., & Liu, Y. (2021). The mechanism leads to successful clickbait promotion in WeChat social media platforms. Asia Pacific Journal of Marketing and Logistics, 33(9), 1952-1973.
27. Luo, X., & Bhattacharya, C. (2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70, 1–18. https://doi.org/10.1509/jmkg.70.4.001
28. Menguc, B., Ozanne, L. (2005). Challenges of the “green imperative”: a natural resource-based approach to the environmental orientation–business performance relationship. Journal of Business Research, 58, 430–438. https://doi.org/10.1016/J.JBUSRES.2003.09.002
29. Mishra, S., Pandey, B., & Shahi, S. (2022). Bibliometric analysis of studies done in culture, brand and purchase intentions in business management and accounting, social science and psychology. International Journal of Bibliometrics in Business and Management, 2(1), 42–66.
30. Mo, Z., Liu, M. T., & Liu, Y. (2018). Effects of functional green advertising on self and others. Psychology & Marketing, 35(5), 368-382.
31. Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185, 122067.
32. Pokrovskaia, N. N., Leontyeva, V. L., Ababkova, M. Y., et al. (2021). Digital communication tools and knowledge creation processes for enriched intellectual outcome—experience of short-term E-learning courses during pandemic. Future Internet, 13(2), 43.
33. Rejeb, A., Rejeb, K., Abdollahi, A., & Treiblmaier, H. (2022). The big picture on Instagram research: Insights from a bibliometric analysis. Telematics and Informatics, 101876.
34. Rodrigo, A., & Mendis, T. (2023). Impact of social media influencers’ credibility on millennial consumers’ green purchasing behavior: a concept paper on personal and social identities. Management Matters, 20(2), 134-153.
35. Scopus (n.d.). Available online: https://www.scopus.com/ (accessed on 13 September 2023).
36. Senbel, M., Ngo, V. D., & Blair, E. (2014). Social mobilization of climate change: University students conserving energy through multiple pathways for peer engagement. Journal of Environmental Psychology, 38, 84–93. https://doi.org/https://doi.org/10.1016/j.jenvp.2014.01.001
37. Siddique, M., Saha, G., & Kasem, A. R. (2020). Estimating green purchase behavior: an empirical study using integrated behavior model in Bangladesh. Journal of Asia Business Studies. https://doi.org/10.1108/jabs-04-2019-0120
38. Singh, U. S., Singh, N., Gulati, K., et al. (2022). A study on the revolution of consumer relationships as a combination of human interactions and digital transformations. Materials Today: Proceedings, 51, 460–464.
39. Sohn, S., Groß, M. (2020). Understanding the inhibitors to consumer mobile purchasing intentions. Journal of Retailing and Consumer Services, 55, 102129. https://doi.org/10.1016/j.jretconser.2020.102129
40. Song, X., Mo, Z., Liu, M. T., et al. (2022). Cooperator or supporter: how can cross-boundary Macau-Zhuhai metropolis promote regional tourism together? Asia Pacific Journal of Marketing and Logistics, 34(10), 2207-2236.
41. Statista. (n.d.). Available online: https://www.statista.com/ (accessed on 13 September 2023).
42. Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia pacific journal of marketing and logistics, 32(4), 860-878.
43. VOSviewer. (n.d.). Available online: https://www.vosviewer.com/ (accessed on 13 September 2023).
44. Wang, L., Chen, L., Li, C. (2024). Research on strategies for improving green product consumption sentiment from the perspective of big data. Journal of Retailing and Consumer Services, 79, 103802.
45. Wang, S., Liu, M. T., Pérez, A. (2023). A bibliometric analysis of green marketing in marketing and related fields: From 1991 to 2021. Asia Pacific Journal of Marketing and Logistics, 35(8), 1857-1882.
46. Webster, F. (1975). Determining the Characteristics of the Socially Conscious Consumer. Journal of Consumer Research, 2, 188–196. https://doi.org/10.1086/208631
47. White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework. Journal of Marketing, 83, 22–49. https://doi.org/10.1177/0022242919825649
48. Xue, J., & Liu, M. T. (2023). Investigating the live streaming sales from the perspective of the ecosystem: the structures, processes and value flow. Asia Pacific Journal of Marketing and Logistics, 35(5), 1157-1186.
49. Yan, D., Cai, X., Xie, M., Javeed, S., et al. (2022). Why is reusable bag consumption easier to say than do? Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.956998
50. Zhao, W., Hu, F., Wang, J., et al. (2022). A Systematic Literature Review on Social Commerce: Assessing the Past and Guiding the Future. Electronic Commerce Research and Applications, 101219.