Impact of Media Persuasion on Urban Residents’Green Consumption Behavior:Also on Desensitisation

China Business and Market - - CHINA BUSINESS AND MARKET - YANG Xian-chuan1,2 and ZHANG Lei1

(1.China University of Mining &Technology,Xuzhou,Jiangsu221008,China;2.Tongling Polytechnic,Tongling,Anhui244061,China)

Abstract:Taking urban residents in Tongling,Wuhu,Hefei and Shanghai as the research object,416 samples were obtained by questionnaire survey. The results indicate:there is a significant positive effect of media persuasion on both green consumption behavior and perceived seriousness of environmental problems. Perceived seriousness of environmental problems mediates the relationship between media persuasion and green consumption behavior;and social identity moderates the mediated effect of perceived seriousness of environmental problems,To this end,the media need to differentiate the minors and adults in order to overcome the "desensitisation" that may be caused by improper media propaganda,speed up the construction of social values that advocate green consumption so that we can promote external green motivation to achieve internalization,improve the competitiveness of green products,and pay attention to the interests orientation of green consumption.

Key words:media persuasion;perceived seriousness of environmental problems;green consumption behavior;desensitisa⁃

tion;social identity


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