Li Chuang, Ruan Siting, Niu Yating, Wang Liping
School of Business Administration, Jimei University, Xiamen, 361021, China.
Finance and Economics College, Jimei University, Xiamen, 361021, China.
Sci Rep. 2025 Aug 15;15(1):29944. doi: 10.1038/s41598-025-14905-0.
As a crucial medium for information dissemination and public opinion guidance, how to leverage media to promote the development of public green and low-carbon consumption (GLC) is a major challenge in the new era. This study, based on the Theory of Planned Behavior and Social Cognitive Theory, employs PLS-SEM and MGA methods to construct a model encompassing traditional media, online media, and social media channels, delving into the relationship between media use (MU) and GLC. The findings indicate that media usage is positively correlated with both aspects of GLC: green and low-carbon consumption intention, green and low-carbon consumption behavior. The order of correlation strength is social media > traditional media > online media. Further mechanistic analysis indicates that green and low-carbon knowledge and social norms mediate the relationship between MU and GLC. Additionally, there are differences in the correlation between MU and GLC among populations with varying levels of media trust and media use frequency. This study provides theoretical and quantitative guidance for leveraging traditional media, online media, and social media to promote GLC among the Chinese public.
作为信息传播和舆论引导的关键媒介，如何利用媒体促进公众绿色低碳消费（GLC）的发展是新时代的一项重大挑战。本研究基于计划行为理论和社会认知理论，采用偏最小二乘结构方程模型（PLS-SEM）和多组分析（MGA）方法，构建了一个涵盖传统媒体、网络媒体和社交媒体渠道的模型，深入探讨媒体使用（MU）与GLC之间的关系。研究结果表明，媒体使用与GLC的两个方面均呈正相关：绿色低碳消费意愿、绿色低碳消费行为。相关强度顺序为社交媒体＞传统媒体＞网络媒体。进一步的机制分析表明，绿色低碳知识和社会规范在MU与GLC之间的关系中起中介作用。此外，在媒体信任程度和媒体使用频率不同的人群中，MU与GLC之间的相关性存在差异。本研究为利用传统媒体、网络媒体和社交媒体促进中国公众的GLC提供了理论和定量指导。
