Seeking external recognition or pursuing internal satisfaction: The mechanism of social comparison in social media on digital green intention

With the proliferation of social media, digital green behavior has increasingly become an important means of environmental communication. However, the mechanisms behind individuals' motivations to showcase green behavior on social media and their subsequent behavioral impacts have not been systematically explored. This study focuses on the formation and transformation process of digital green intention in the social media environment, developing a two-stage theoretical model and conducting three experiments. The findings are as follows (1) Upward (vs. downward): social comparison more readily stimulates externally recognition-oriented (vs. internally satisfaction-oriented) digital green intention. (2) Social norm perception significantly moderates the relationship between social comparison and digital green intention (3) Externally recognition-oriented (vs. internally satisfaction-oriented). digital green intention more effectively promotes conspicuous (vs. altruistic) prosocial behavior. (4) Green self-efficacy plays a significant mediating role in the path through which digital green intention influences altruistic prosocial behavior, but the mediating effect is not significant in the path leading to conspicuous prosocial behavior. (5) Social norm perception moderates the relationship between digital green intention and conspicuous prosocial behavior, but the moderating effect is not significant in the path affecting altruistic prosocial behavior. This study extends the theoretical boundary of digital green behavior research and provides differentiated governance insights for optimizing social media platform designs, formulating green communication strategies, and implementing environmental policies.