Exploring the Role of Mobile Phones and Image Content in Promoting Green Consumption: A Social Cognitive Perspective

In an era of rapid digital transformation, smartphones have fundamentally reshaped human activities and global socio-economic behaviors. However, the surge in digitalization brings both economic opportunities and environmental challenges, threatening ecosystems worldwide. Therefore, understanding how to harness mobile technologies to promote green consumption is crucial. Drawing upon social cognitive theory, this study delves into the nuanced mechanisms underlying the interaction between mobile phone usage and image content in influencing green consumption choices. Moreover, it examines the potential moderating effects of the personal traits, including symbolization and internalization dimensions of moral identity. By shedding light on these mechanisms, the research contributes to a deeper understanding of sustainable consumer behavior in the mobile context and provides actionable insights for marketers and policymakers.