How Does Ant Forest Influence Low Carbon Consumption Behavior: An Analysis Based on the S-O-R Model

Wei Xiong, Danping Liu (), Zizi Li, Qiaoyi Wang and Shibin Yao
Additional contact information
Wei Xiong: Research Institute of Natural Gas Economy, PetroChina Southwest Oil & Gas Field Company, Chengdu 610051, China
Danping Liu: School of Management, Xihua University, Chengdu 610039, China
Zizi Li: Research Institute of Natural Gas Economy, PetroChina Southwest Oil & Gas Field Company, Chengdu 610051, China
Qiaoyi Wang: School of Management, Xihua University, Chengdu 610039, China
Shibin Yao: School of Management, Xihua University, Chengdu 610039, China

Sustainability, 2024, vol. 16, issue 5, 1-17

Abstract: As environmental problems continue to worsen, new ways need to be found to stimulate people to be proactive in protecting the environment and engage in low-carbon behaviors. The use of eco-friendly apps may become a powerful tool for promoting offline environmental activities and encouraging low-carbon consumption behavior. Using survey data from 298 Ant Forest app users and based on the theory of consumption value, this study applies the S-O-R model and uses structural equation modeling (SEM) to explore the impact of Ant Forest usage on consumers’ low-carbon behavior. Our research shows that Ant Forest usage enhances users’ low carbon purchase behavior and habitual low carbon consumption behavior. Epistemic, emotional, and social values play mediating roles in the usage and low-carbon consumption behaviors of Ant Forest users. When users feel the epistemic, emotional, and social values of using Ant Forest, they are more willing to engage in low-carbon consumption behavior. Herd mentality serves as a moderating variable that amplifies Ant Forest users’ sense of experience, enabling them to derive more epistemic and social value from using Ant Forest. Ant Forest’s online games and offline environmental activities help users develop low-carbon consumption habits, and this is worth promoting and replicating.

Keywords: S-O-R theoretical model; low carbon consumption behavior; consumption value theory; Ant Forest usage behavior; environmental concern (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/16/5/1736/pdf (application/pdf)
https://www.mdpi.com/2071-1050/16/5/1736/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:16:y:2024:i:5:p:1736-:d:1342279

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().