Interplay of virtual and physical channels in propagating green behaviour: A study integrating motivation-opportunity-ability and theory of planned behaviour

IF 4.7 2区 环境科学与生态学 Q2 ENVIRONMENTAL SCIENCES
Chuang Li , Xiaoman Wang , Liping Wang
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Abstract

Traditional communication channels and new “human-computer interaction” spread channels are intertwined, facilitating the promote of the concept of “green for all”. This paper integrates the influence of virtual channel and physical channel attributes into the Motivation-Opportunity-Ability theory (MOA) and Theory of Planned Behavior (TPB) to explore the spread process of public green behaviors. The results show that: (1) In the composite effect, environmental responsibility (ER) and external objective factors (EOF) have no significant impact on the propagation of green behavior among the public. Both virtual channel attributes (VCA) and physical channel attributes (PCA) can accelerate the spread process of public green behavior, with PCA having the greatest impact on the propagation of public green behavior. (2) ER, VCA, PCA, EOF, and external subjective factors (ESF) can all promote the spread of public green behavior through the intermediary chain of spread motivation and spread intention. Among them, channel attributes more directly influence the spread of green behavior, and the chain mediating effect of ER through the chain was the most significant. At the same time, ESF plays a significant moderating role between the intention to spread and propagation behavior (PB), effectively bridging the gap between behavior and intention. (3) Further heterogeneity analysis shows that, compared with males, PCA has a greater promoting effect on the green behavior propagation of females, while VCA has a more significant positive effect on the green behavior propagation of the more educated public. Finally, this article examines the presence of intermediary and regulatory mechanisms among various income groups. Research has found that promoting the creation of conducive conditions for comprehensive green behavior propagation and developing targeted and mass-oriented green behavior propagation strategies by all societal stakeholders are crucial for enhancing public engagement in green practices.

虚拟和物理渠道在传播绿色行为中的相互作用:结合动机-机会-能力和计划行为理论的研究
传统传播渠道与新型 "人机交互 "传播渠道相互交织,促进了 "全民绿色 "理念的推广。本文将虚拟渠道和物理渠道属性的影响纳入动机-机会-能力理论(MOA)和计划行为理论(TPB),探讨公众绿色行为的传播过程。结果表明(1)在复合效应中,环境责任(ER)和外部客观因素(EOF)对公众绿色行为的传播没有显著影响。虚拟渠道属性(VCA)和物理渠道属性(PCA)都能加速公众绿色行为的传播过程,其中 PCA 对公众绿色行为的传播影响最大。(2)ER、VCA、PCA、EOF 和外部主观因素(ESF)都能通过传播动机和传播意向这一中介链条促进公众绿色行为的传播。其中,渠道属性对绿色行为传播的影响更为直接,ER通过该链条的中介效应最为显著。同时,ESF 在传播意向与传播行为(PB)之间起到了显著的调节作用,有效地弥补了行为与意向之间的差距。(3)进一步的异质性分析表明,与男性相比,PCA 对女性的绿色行为传播具有更大的促进作用,而 VCA 对受教育程度较高的公众的绿色行为传播具有更显著的积极作用。最后,本文研究了不同收入群体中是否存在中介和监管机制。研究发现,促进所有社会利益相关者为全面推广绿色行为创造有利条件,并制定有针对性的、面向大众的绿色行为推广策略,是提高公众参与绿色实践的关键。
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来源期刊
Environmental Development
Environmental Development Social Sciences-Geography, Planning and Development
CiteScore
8.40
自引率
1.90%
发文量
62
审稿时长
74 days
期刊介绍: Environmental Development provides a future oriented, pro-active, authoritative source of information and learning for researchers, postgraduate students, policymakers, and managers, and bridges the gap between fundamental research and the application in management and policy practices. It stimulates the exchange and coupling of traditional scientific knowledge on the environment, with the experiential knowledge among decision makers and other stakeholders and also connects natural sciences and social and behavioral sciences. Environmental Development includes and promotes scientific work from the non-western world, and also strengthens the collaboration between the developed and developing world. Further it links environmental research to broader issues of economic and social-cultural developments, and is intended to shorten the delays between research and publication, while ensuring thorough peer review. Environmental Development also creates a forum for transnational communication, discussion and global action. Environmental Development is open to a broad range of disciplines and authors. The journal welcomes, in particular, contributions from a younger generation of researchers, and papers expanding the frontiers of environmental sciences, pointing at new directions and innovative answers. All submissions to Environmental Development are reviewed using the general criteria of quality, originality, precision, importance of topic and insights, clarity of exposition, which are in keeping with the journal''s aims and scope.
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