Effects of consumers’ engagement in pro-environment activities on social media on green consumption behaviour
Fenghua Li
Abstract:PurposeBased 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/approachThis study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierar… Show more
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