Abstract
The activation of norm perception can promote pro-environmental behavior. How does media, as important variables in activating norm perception, affect pro-environmental behavior? Through an online survey of 550 randomly selected Chinese citizens, this study examines the roles of traditional media and social media in influencing the relationship between norm perception and pro-environmental behavior. Based on multi-level regression analysis of data, this study found that (1) compared with traditional media, social media play a more significant role in moderating the relationship between norm perception and pro-environmental behavior; (2) the promotion of the perception of injunctive norms by traditional media has a negative relationship with pro-environmental behaviors; (3) the activation of subjective norm perception by social media will promote pro-environmental behaviors. According to this research, in the current media environment, we should carefully release pro-environmental information on social media and encourage relevant discussions, and appropriately reduce environment-relevant injunctive normative information on traditional media. The study also discusses the role of media in regulating norm perception and pro-environmental behavior in different cultural contexts.
Highlights
The global spread of the COVID-19 has brought issues of health-related risk prevention back to public attention, of which environmental protection is one
This study mainly discusses the role of traditional media and social media in activating public norm perception and influencing pro-environmental behavior in the current media society
The research results show that traditional media usage for environment information acquisition (TME)
Summary
The global spread of the COVID-19 has brought issues of health-related risk prevention back to public attention, of which environmental protection is one. According to the data released by the Environmental Performance Index (EPI) in 2020, overall, China ranks 120th among 180 countries. Regarding China’s performance in individual indicators it ranks 96th in health, 96th in air quality, and 156th in ecosystem vitality. This indicates the importance of improving environmental quality in. China proposed the “Ecological Civilization System Reform” in the 2017 Nineteenth Report. The launch and implementation of any policy is inseparable from the cooperation and implementation by individual citizens. How to promote environmental protection on a personal level is very important to the success of various environmental protection movements
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Environmental Research and Public Health
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
