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2019-02-24
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How to Cite
Research on the Relationship between Media Publicity and Green Consumption Behavior—Based on Social Cognitive Theory
Li Zhao
China University of Mining and Technology
Jianxin Sun
China University of Mining and Technology
DOI: https://doi.org/10.18063/esp.v4.i1.1389
Keywords: New media, Traditional media, Multiple regression analysis, Green consumption behavior, Social cognitive theory
Abstract
Based on the social cognitive theory, this paper studies the relationship mechanism between media publicity and green consumption behavior through multiple regression analysis, and explores the intermediary role of self-efficacy and personal outcome expectation between media publicity and green consumption behavior. The empirical test results show that the traditional media has no significant impact on consumers’ green consumption behavior, and the new media has a positive impact on consumers’ green consumption behavior. At the same time, self-efficacy and personal outcome expectation play a complete intermediary role in the relationship between traditional media and green consumption behavior, and play a partial intermediary role in the relationship between new media and green consumption behavior.
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