Gong Yanping, Chen Chunyan, Tan Yuxuan, Tang Danni
School of Business, Central South University, Changsha, China.
School of Business Administration, Hunan University of Finance and Economics, Changsha, China.
Front Psychol. 2023 Mar 15;14:1124025. doi: 10.3389/fpsyg.2023.1124025. eCollection 2023.
A growing body of literature suggests a link between the usage of social networking sites (SNSs) and green consumption. However, researchers have shown that not all types of SNS usage have the same effect on individuals; therefore, to fully understand the relationship between a particular SNS use type and green consumption, as well as the mechanisms underlying the relationship, more research is required. This study examined a moderated mediation model based on self-awareness theory to explain the "how" and "why" of the relationship between active SNS use and green consumption. An offline survey ( = 210) and an online survey ( = 348) were conducted. The results suggest that active SNS use is positively associated with green consumption public self-awareness and that impression management motives moderate the mediating role of public self-awareness in the relationship between active SNS use and green consumption. By examining the connection between a specific type of SNS use (active SNS use) and green consumption, our study adds to the body of literature on the causes of green consumption. The results have substantial implications for future research promoting socially responsible consumption behavior.
越来越多的文献表明,社交网站(SNS)的使用与绿色消费之间存在联系。然而,研究人员已经表明,并非所有类型的SNS使用对个体都有相同的影响;因此,为了全面理解特定SNS使用类型与绿色消费之间的关系以及该关系背后的机制,还需要更多的研究。本研究基于自我意识理论检验了一个有调节的中介模型,以解释积极使用SNS与绿色消费之间关系的“如何”以及“为何”。进行了一项线下调查(n = 210)和一项线上调查(n = 348)。结果表明,积极使用SNS与绿色消费呈正相关,且公众自我意识起中介作用,而印象管理动机调节了公众自我意识在积极使用SNS与绿色消费关系中的中介作用。通过研究特定类型的SNS使用(积极使用SNS)与绿色消费之间的联系,我们的研究为绿色消费原因的文献增添了内容。研究结果对促进社会责任消费行为的未来研究具有重要意义。