Abstract
ABSTRACT Rural household consumption significantly contributes to global greenhouse gas emissions. Promoting green consumption among rural households is essential for achieving global sustainable development. By applying the cost signalling theory and the social affiliation hypothesis, our study, which utilized a panel dataset of 4179 rural households in China, found that digital literacy significantly enhances green consumption among rural households. The robustness of these findings is corroborated by instrumental variable method-based tests. Furthermore, our analysis reveals that social participation acts as a moderating factor, diminishing the impact of digital literacy on promoting green consumption in rural households. In contrast, environmental awareness does not exhibit a significant influence in this context. Research holds significant theoretical and practical importance in promoting green consumption among rural households.
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