The effect of social media environmental information exposure on the intention to participate in pro-environmental behavior

With the threat of global warming, countries worldwide have enhanced their environmental campaigns on social media to increase users' willingness to take pro-environmental actions. In this study, we examined the direct and indirect effects of exposure to environmental information on Chinese young adults' (18-25 years old) intention to participate in environmental protection actions (e.g., recycling, using public transportation, involvement in an environmental group, and participation in eco-friendly events). Data were collected from a sample of 291 Chinese young adults using a web-based survey and a thoroughly designed questionnaire. The accumulated data were analyzed using SPSS version 20. Hierarchical regression and mediation analysis were performed for testing hypotheses. The results indicated that exposure to environmental information on Chinese social media platforms (WeChat and Xiaohongshu) positively affected individuals' intention to participate in pro-environmental behavior, perceived pro-environmental behavior control, pro-environmental attitude, and fear of victimization. The indirect effect demonstrated that pro-environmental behavior control and attitude mediated the relationship between exposure to environmental information on both WeChat and Xiaohongshu and the intention to participate in pro-environmental behavior. Extending the existing literature, this study provides empirical evidence on the influence of environmental information exposure on the intention to participate in environmental protection among Chinese adults. In addition, it provides valuable insights into the mediating mechanisms involving cognitive, psychological, and emotional factors in this relationship. Policy makers should implement effective pro-environmental promotions on social media to inspire individuals to engage in environmentally friendly actions. In addition, social media managers should strictly authenticate and remove misleading environmental content.