From Online to Offline: Understandingthe Connection between Perceived Interactivityand Pro-environment Behavior

With the exacerbation of environmental pollution, pro-environmental behavior is becoming increasingly imperative.The emergence of mobile mini programs plays a pivotal role in promoting such behavior.However, there remains a dearth of research examining the influence of perceived interactivity on pro-environmental behavior.In line with the Stimulus-Organism-Response (S-O-R) model, this study aims to investigate the impact of perceived interactivity on pro-environmental behavior.Utilizing a questionnaire survey of 336 Ant Forest users, the partial least squares method was employed to analyze the data.The findings reveal that control, responsiveness, and connectivity positively influence user engagement.Moreover, user engagement significantly correlates with brand love and user satisfaction.Additionally, brand love and user satisfaction significantly contribute to user stickiness, thereby fostering pro-environmental behavior.This study represents the first attempt to explore the influence of perceived interactivity on pro-environmental behavior.