Do Social Media Promote Pro-Environmental Behavioral Intentions? Moderation of Empathy and Mediation of Environmental Interests

Abstract

The aim of the current study is to examine how Facebook use influences pro-environmental behavioral intentions via individuals’ interests in pre-environmental behaviors and if the link is moderated by empathy. 229 individuals participated in an online survey via Amazon Mechanical Turk. The finding showed that the moderating effect of empathy on the relationship between Facebook use and pro-environmental behavioral intentions was found to be positively significant. Along with this moderation effect, an indirect effect of Facebook use on pro-environmental behavioral intentions via environmental interests was also positively significant. These findings contribute to the discussion on the importance of considering the effects of both a personological trait and a situational variable on promoting pro-environmental behavioral intentions.