Fostering opinion leaders’ pro-environmental behaviour: examining the mediating role of social media expression and the moderating role of mianzi

Abstract

ABSTRACT This study examines how Chinese citizens’ leadership qualities relate to their intention to engage in pro-environmental behaviour (PEB) and how socio-cultural factors, mianzi (face), may affect this relationship. By conducting a national survey (N = 995) among Chinese social media users, this study finds that those with higher opinion leadership report higher intention to engage in both public-sphere and private-sphere PEBs. Self-perceived opinion leaders are also more willing to express themselves on social media, which consequently promotes their public-sphere PEB intention but not private-sphere PEB intention. In this process, perceived interpersonal trust strengthens opinion leaders’ expressive behaviours on social media. Meanwhile, Mianzi is more effective in boosting non-opinion leaders’ intention to engage in private-sphere PEBs, catching up with self-perceived opinion leaders. These findings shed light on the differences between public- and private-sphere PEBs and provide both theoretical and practical implications for promoting PEB intentions in the Chinese context.