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Internet Use on Closing Intention–Behavior Gap in Green Consumption—A Mediation and Moderation Theoretical Model

The rapid development of the Internet as an information medium has provided new opportunities for promoting green consumption. Therefore, a study on the theoretical mechanism is helpful to make better use of the Internet media to promote green consumption and close consumers’ green consumption inten...

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Detalles Bibliográficos
Autores principales: Wang, Xintian, Wang, Zhangchi, Li, Yan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9819838/
https://www.ncbi.nlm.nih.gov/pubmed/36612687
http://dx.doi.org/10.3390/ijerph20010365
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author Wang, Xintian
Wang, Zhangchi
Li, Yan
author_facet Wang, Xintian
Wang, Zhangchi
Li, Yan
author_sort Wang, Xintian
collection PubMed
description The rapid development of the Internet as an information medium has provided new opportunities for promoting green consumption. Therefore, a study on the theoretical mechanism is helpful to make better use of the Internet media to promote green consumption and close consumers’ green consumption intention–behavior gap. In this study, data from 419 valid questionnaires were collected and analyzed through PLS-SEM within the framework of the theory of planned behavior. The results show that there are two pathways of Internet media promoting green consumption, namely the moderating effect and the mediating effect. First, through the moderating effect, Internet use can promote the conversion of intention to behavior and perceived behavioral control to behavior, thus closing the intention–behavior gap. Second, through the mediating effect, Internet use promotes green consumption behavior through the mediator of personal perceived environmental threats. The research indicates that the potential of Internet information media should be fully explored in promoting green consumption, disseminating environmental knowledge, reporting environmental issues, and guiding the transformation of individual green consumption intention into behavior.
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spelling pubmed-98198382023-01-07 Internet Use on Closing Intention–Behavior Gap in Green Consumption—A Mediation and Moderation Theoretical Model Wang, Xintian Wang, Zhangchi Li, Yan Int J Environ Res Public Health Article The rapid development of the Internet as an information medium has provided new opportunities for promoting green consumption. Therefore, a study on the theoretical mechanism is helpful to make better use of the Internet media to promote green consumption and close consumers’ green consumption intention–behavior gap. In this study, data from 419 valid questionnaires were collected and analyzed through PLS-SEM within the framework of the theory of planned behavior. The results show that there are two pathways of Internet media promoting green consumption, namely the moderating effect and the mediating effect. First, through the moderating effect, Internet use can promote the conversion of intention to behavior and perceived behavioral control to behavior, thus closing the intention–behavior gap. Second, through the mediating effect, Internet use promotes green consumption behavior through the mediator of personal perceived environmental threats. The research indicates that the potential of Internet information media should be fully explored in promoting green consumption, disseminating environmental knowledge, reporting environmental issues, and guiding the transformation of individual green consumption intention into behavior. MDPI 2022-12-26 /pmc/articles/PMC9819838/ /pubmed/36612687 http://dx.doi.org/10.3390/ijerph20010365 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Wang, Xintian
Wang, Zhangchi
Li, Yan
Internet Use on Closing Intention–Behavior Gap in Green Consumption—A Mediation and Moderation Theoretical Model
title Internet Use on Closing Intention–Behavior Gap in Green Consumption—A Mediation and Moderation Theoretical Model
title_full Internet Use on Closing Intention–Behavior Gap in Green Consumption—A Mediation and Moderation Theoretical Model
title_fullStr Internet Use on Closing Intention–Behavior Gap in Green Consumption—A Mediation and Moderation Theoretical Model
title_full_unstemmed Internet Use on Closing Intention–Behavior Gap in Green Consumption—A Mediation and Moderation Theoretical Model
title_short Internet Use on Closing Intention–Behavior Gap in Green Consumption—A Mediation and Moderation Theoretical Model
title_sort internet use on closing intention–behavior gap in green consumption—a mediation and moderation theoretical model
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9819838/
https://www.ncbi.nlm.nih.gov/pubmed/36612687
http://dx.doi.org/10.3390/ijerph20010365
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