Text, Short Video, or Long Video? Effects of Attention to Various Types of Social Media on Public Knowledge of Dual Carbon: A Multigroup Comparison Based on Environmental Concern Levels

Abstract

ABSTRACT Drawing upon the cognitive mediation model, this study aims to investigate the factors that influence public knowledge of dual carbon in China. Using data collected from a survey of 500 participants living in western, eastern, central, northern, and southern cities in China, the study found that attentions to different types of social media were positively associated with elaboration and interpersonal communication. Furthermore, elaboration positively affected factual knowledge about dual carbon, perceived familiarity with dual carbon, and structural knowledge about dual carbon, while interpersonal communication only positively affected structural knowledge. The multigroup analysis demonstrated that the effects of (a) elaboration on factual knowledge and (b) interpersonal communication on structural knowledge were more pronounced among participants with high environmental concern than among those with low environmental concern. Theoretical and practical implications are discussed.