EXPLORING THE IMPACT OF DIGITAL MEDIA USE ON PROENVIRONMENTAL BEHAVIOR: EVIDENCE FROM CHINA

Individuals' behavior is a key focus for efforts to mitigate climate change.A thorough understanding of human behavior is crucial for effective environmental conservation.Evidence suggests that media coverage has a significant predictive value for pro-environmental behavior.This study examined the link between digital media use and pro-environmental behavior, highlighting the mediating roles of environmental knowledge and environmental concern.Based on publicly available data from the China General Social Survey 2021, a positive relationship exists between digital media use and pro-environmental behavior.Both environmental knowledge and environmental concern serve as mediators, with digital media use particularly promoting pro-environmental behavior among individuals with lower educational levels, high income, and those from rural areas.The findings exhibited that digital media use may increase individuals' behavioral engagement in environmentally responsible actions within an increasingly digitalized world.Such findings benefit digital media practitioners, policymakers, and environmental organizations, all of which can enhance environmental awareness and actions in society.