Social Media’s Influence on Eco-Friendly Choices in Fitness Services: A Mediation Moderation Approach

Abstract

In the evolving landscape of the building sector, the digital sphere is reshaping consumer engagement and purchase behaviors, especially in the sustainability-focused niche of fitness facilities. Utilizing the theory of planned behavior (TPB) and elaboration likelihood model (ELM), this study examines the impact of social media influence (SMI) on purchasing intentions for sustainable fitness services (PISFS) through the mediating role of green building consumption perceptions (GBCPs) and the moderating effect of environmental awareness (EA). To examine the proposed relationships and achieve the objectives of the study, 672 valid responses were collected from professionals and customers in fitness services in Turkey and analyzed using Smart PLS 4. The results of the data analysis revealed that SMI positively impacts PISFS, SMI positively impacts GBCP, GBCP positively impacts PISFS, GBCP plays an effective mediation role between SMI and PISFS, the influence of social media on purchasing intentions for sustainable fitness services is further enhanced at high levels of environmental awareness, and the impact of social media on green building consumption perceptions is further strengthened at higher levels of environmental awareness. This study’s insights call for the building sector, particularly in sustainable fitness facilities, to actively integrate social media strategies and environmental awareness into their marketing and design. Emphasizing green building attributes on digital platforms can significantly influence consumer choices, steering the industry toward a more environmentally conscious and digitally engaged future.