Social Media as a Moderator in Green Digital Finance Learning on Green Consumer Behavior

Ikayanti; Lis Setyowati; Ni Nyoman Padang Cakra Binaraesa; Wan Mohd Nazdrol bin Wan Mohd Nasir

Ikayanti Sekolah Tinggi Ilmu Ekonomi PEMUDA
Lis Setyowati Sekolah Tinggi Ilmu Ekonomi PEMUDA
Ni Nyoman Padang Cakra Binaraesa Sekolah Tinggi Ilmu Komunikasi Almamater Wartawan Surabaya (STIKOSA AWS)
Wan Mohd Nazdrol bin Wan Mohd Nasir Universiti Malaysia Kelantan

Keywords: Green Consumer Behavior, Green Digital Finance, Social Media, Sustainability, Vocational Education

Abstract

Digital transformation in financial services has increased the need for vocational education to develop digital financial competencies alongside environmentally responsible decision-making. This study examines the effect of Green Digital Finance Learning on Green Consumer Behavior and tests whether Social Media moderates this relationship among vocational students in Surabaya, Indonesia. An explanatory quantitative approach was applied to data from [N] valid respondents, selected according to the study criteria. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Green Digital Finance Learning has a positive and significant effect on Green Consumer Behavior (β = 0.620; t = 16.504; p < 0.001). Social Media also has a positive direct effect on Green Consumer Behavior (β = 0.252; t = 6.738; p < 0.001) and significantly strengthens the relationship between Green Digital Finance Learning and Green Consumer Behavior (β = 0.098; t = 4.226; p < 0.001). The model explains 61.3% of the variance in Green Consumer Behavior (R² = 0.613). These findings indicate that sustainability-oriented financial learning is more strongly associated with green consumer behavior when supported by an active digital information environment. The study contributes to vocational education research by linking Green Digital Finance Learning with green consumption and positioning Social Media as a contextual moderator.

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