Predictive effects of green online community experience on proenvironmental behavior

Few studies have explored how internet community experience encourages users to perform environmentally friendly behaviors. Thus, we examined the predictive effect of green online community experience on proenvironmental behavior. Using a survey targeting members of Zhihu’s internet community in Macau, we collected 272 effective samples for analysis. Results of analysis indicated that green information experience, green entertainment experience, and green interactive experience were antecedents of environmental concerns, which, in turn, exerted a positive effect on proenvironmental behavior. In addition, environmental concerns mediated the effects of green information experience, green entertainment experience, and green interactive experience on proenvironmental behavior. These findings suggest that green virtual communities can share environmental information with participants to enhance environmental concerns and proenvironmental behaviors.