Exploring The Impact Of Social Media Factors On Pro-Environmental Attitude And Sustainable Consumption Intentions: An Empirical Analysis In Hainan, China

Abstract

This study explores the influence of social media on fostering pro-environmental attitudes and sustainable consumption intentions among off-island tourists and on-island citizens in Hainan Province, China, which is designated as an international tourism consumption center. Utilizing the Technique for Pro-Environmental Action Modeling (TPAM) and the Social Influence Theoretical Framework, the research delves into the informational, experiential, and relational functions of social media. Through a quantitative survey involving 569 participants from Hainan, the study reveals a positive relationship between these functional dimensions and pro-environmental attitudes. Specifically, social media's informational influence, social emotional experience, and online interpersonal influence are found to positively correlate with pro-environmental attitudes. These attitudes, in turn, mediate the relationship between social media's functional dimensions and sustainable consumption intentions. The research underscores that social media enhances environmental awareness by disseminating information on environmental protection and green consumption, and encourages active participation in environmental actions through emotional experiences and online interactions. However, it is noted that social media use alone does not directly lead to sustainable consumption intentions; rather, it indirectly strengthens these intentions through the promotion of pro-environmental attitudes. The findings offer valuable insights for policymakers, businesses, and social organizations to harness the power of social media in promoting environmental action and sustainable consumption behavior.