One of the key factors in ensuring sustainable consumption is the shift in consumer attitudes toward a more balanced purchase of green products. The fundamental intention of the concerned research is to investigate the influence of social media on consumers’ green consumption intention. The mediating roles of environmental responsibility, product knowledge, and green perceived value between social media and green consumption intention. The indirect effects of social media and green consumption intention are also studied. To achieve the purpose, self-administered questionnaires were employed with the aim of accumulating primary data from the young individuals of Generation Z of Lahore. The study is cross-sectional, in non-contrived study settings. The collected data were examined by applying the Process Hayes Model 4 to a sample of 302. The findings of the research stipulate that social media positively impacts environmental responsibility, product knowledge, perceived green value, and green consumption intention. Similarly, environmental responsibility, product knowledge, and perceived green value are also positively associated with green consumption intention. However, there is also a direct and indirect relationship between social media and green consumption intentions. The study is cross-sectional in nature since the data is gathered at a single point in time. Moreover, the research is only administered to Generation Z located in Lahore. Keywords: Social media, green consumption intention, environmental responsibility, product knowledge, and perceived green value.