Research on the shift of sustainable consumption behavior from the perspective of linguistic landsense

This study examines how linguistic intervention advances sustainable consumption, focusing on the influence of environment-focused and health-focused slogans on disposable tableware use intention. An inter-group design of pre-test and post-test was adopted. Participants were assigned to two focus groups and the data were analyzed by classical statistical methods. Findings showed both types of slogans significantly enhanced sustainable consumption intention, with no significant difference in effect intensity between the two approaches. Integrating linguistic landsense and risk perception theory, the study clarifies how linguistic framing shapes behavioral intention through dual pathways of risk cognitive reconstruction and imagery-emotional arousal. Notably, the linguistic landsense can mediate behavioral intention by building concrete environmental imagery and evoking deep emotional connections. This research provides theoretically grounded and practically valuable insights for optimizing environmental publicity strategies.