Emotional contagion refers to the emotional experience caused by, and matched with, others' emotions, and is a process of emotional transmission. The emergence of social media has reshaped emotional contagion and the ways in which information is disseminated. Clarifying the emotional contagion mechanism associated with waste separation discussions on social networks and its dynamic effects on residents' intentions to separate waste is important in guiding residents toward waste separation. This study used data mining technology to crawl through 906,680 texts from social media. Machine learning models were used to identify emotions, and topic variables were extracted from text data to explore the effects of emotional contagion on residents’ intentions to separate waste. The empirical analysis indicated that the information disseminators’ emotions positively affected the information receivers’ emotions, thus indicating that an emotional contagion phenomenon exists in the social network and positively promotes residents' intentions to support waste separation, but also has negative effects on residents' intentions to implement waste separation. These findings imply inconsistencies in residents' attitudes and behaviors toward waste separation. Topic popularity buffered the effect of emotional contagion: excessive publicity did not result in better publicity effects. In addition, the regional economic development level weakened the influence of emotions on residents' intentions to separate waste. This study explored the mechanisms of emotional contagion and intention transmission pertaining to environmental protection topics, and offers important insights into the government's use of social media platforms to promote waste separation behavior among the public.
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