The Influence of Norm Perception on Pro-Environmental Behavior: A Comparison between the Moderating Roles of Traditional Media and Social Media

Ruixia Han and Yali Cheng
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Ruixia Han: School of Media and Communication, Shanghai Jiao Tong University, 800 Dongchuan RD, Minhang District, Shanghai 200240, China
Yali Cheng: School of Media and Communication, Shanghai Jiao Tong University, 800 Dongchuan RD, Minhang District, Shanghai 200240, China

IJERPH, 2020, vol. 17, issue 19, 1-18

Abstract: The activation of norm perception can promote pro-environmental behavior. How does media, as important variables in activating norm perception, affect pro-environmental behavior? Through an online survey of 550 randomly selected Chinese citizens, this study examines the roles of traditional media and social media in influencing the relationship between norm perception and pro-environmental behavior. Based on multi-level regression analysis of data, this study found that (1) compared with traditional media, social media play a more significant role in moderating the relationship between norm perception and pro-environmental behavior; (2) the promotion of the perception of injunctive norms by traditional media has a negative relationship with pro-environmental behaviors; (3) the activation of subjective norm perception by social media will promote pro-environmental behaviors. According to this research, in the current media environment, we should carefully release pro-environmental information on social media and encourage relevant discussions, and appropriately reduce environment-relevant injunctive normative information on traditional media. The study also discusses the role of media in regulating norm perception and pro-environmental behavior in different cultural contexts.

Keywords: norm perception; pro-environmental behavior; traditional media; social media; moderating role; environmental governance (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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