Effects of consumers’ engagement in pro-environment activities on social media on green consumption behaviour

Purpose Based on the stimuli-organism-response (SOR) theory, the purpose of this study is to demonstrate the impact of consumers’ engagement in pro-environment activities on social media on consumer green consumption behaviour, and explore the explicatory mechanism and boundary conditions for the relationship between them. Design/methodology/approach This study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierarchical regression modelling were used to analyse the data. Findings Consumers’ engagement in pro-environmental activities on social media has a positive influence on environmental awareness that positively affects green consumption behaviour. Environmental awareness plays a mediating role in the relationship between consumers’ engagement in pro-environmental activities on social media and green consumption behaviour. Furthermore, green intrinsic motivation and green extrinsic motivation play positive and negative regulating roles respectively in the relationship between environmental awareness and green consumption behaviour. Originality/value This study enriches the research on the antecedent variables of green consumption behaviour. At the same time, it also expands the research on the outcome variables of the impact of engagement in environmental protection activities on people’s subsequent behaviour, deepens and expands the research on green consumption behaviour and its applicable boundaries, offering both theoretical insights and practical implications for enterprise marketing strategies and government management.