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How active social network site use affects green consumption: A moderated mediation model
Yanping Gong1, Chunyan Chen1,2, Yuxuan Tan1
1School of Business, Central South University, Changsha, China.
Frontiers in Psychology
|April 3, 2023
Summary
Active social networking site (SNS) use boosts green consumption by increasing public self-awareness. Impression management motives influence this effect, highlighting how online behavior drives sustainable choices.
Area of Science:
- Environmental Psychology
- Consumer Behavior
- Social Media Studies
Background:
- Existing research indicates a link between social networking site (SNS) usage and green consumption.
- However, the specific mechanisms and types of SNS use influencing this relationship require further investigation.
Purpose of the Study:
- To examine the relationship between active social networking site (SNS) use and green consumption.
- To test a moderated mediation model explaining the underlying mechanisms based on self-awareness theory.
Main Methods:
- Conducted two surveys: an offline survey (N=210) and an online survey (N=348).
- Utilized a moderated mediation model rooted in self-awareness theory.
Main Results:
- Active SNS use positively correlates with green consumption through public self-awareness.
- Impression management motives were found to moderate the mediating role of public self-awareness.
Conclusions:
- Active SNS engagement can promote green consumption by enhancing public self-awareness.
- Understanding the role of impression management offers insights for encouraging sustainable consumption behaviors through social media.
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