The Influence of Place Attachment on Pro-Environmental Behaviors: The Moderating Effect of Social Media

China is facing tremendous pressure to improve the environment. How to promote pro-environmental behaviors at the individual level is an important research topic. This study examines the relationship between social media usage, place attachment, and pro-environmental behavior based on a survey of 550 Chinese citizens. The results show that: (1) Place attachment and social media usage for environmental information acquisition have positive correlations with pro-environmental behaviors; (2) social media usage for environmental information acquisition moderates the relationship between place attachment and pro-environmental behaviors. Our survey also finds that social media play a more important role than traditional media in influencing pro-environmental behaviors. Our findings indicate that social media is changing the traditional relationship between place attachment and pro-environmental behavior. We should pay more attention to this positive role of social media and encourage citizens’ pro-environmental behavior.