| Global warming,water shortage,air pollution,biodiversity loss and other environmental problems have seriously threatened the sustainable development of human society.Therefore,taking action to protect the natural environment has become one of the most urgent tasks of mankind.In order to cope with the environmental crisis and promote the construction of ecological civilization,the Chinese government has issued relevant policies to encourage enterprises and the public to participate in the cause of environmental protection.As the most common form of people’s contribution to environmental protection,pro-environmental behavior can effectively change the existing behavior of human beings and enable people to form sustainable production and lifestyle.Therefore,how to encourage people to continuously implement pro-environmental behaviors has important research and practical significance for promoting environmental protection and building ecological civilization.In the field of pro-environmental behavior,there is a consensus that an individual’s implementation of a pro-environmental behavior may affect other pro-environmental behaviors,a process known as pro-environmental behavior spillovers.The spillover of pro-environmental behavior has attracted more and more attention from the academic and practical circles.Its charm lies in that it can promote individuals to spontaneously implement a wider range of other pro-environmental behaviors through a few pro-environmental behaviors,thus avoiding costly administrative regulation measures.Although existing research has extensively verified the spillover effects of pro-environmental behaviors such as energy conservation and emission reduction behaviors and purchasing environmentally sustainable products,they have ignored the digitalized pro-environmental behaviors born in the era of the Internet of Everything.As life becomes increasingly digitized,the impact of such pro-environmental behaviors on consumers cannot be ignored.At present,revealing the spillover mechanism of different pro-environmental behaviors and awakening consumers to implement pro-environmental intrinsic motivation through effective boosting strategies is one of the important research topics in the field of pro-environmental behavior spillovers.Therefore,it has important academic value and practical significance to explore the research question of "how digital pro-environmental behaviors drive consumers’ other pro-environmental behaviors".To this end,this study will focus on green energy harvesting in Alipay Ant Forest,a typical digital pro-environmental behavior,on the basis of proposing and defining digital pro-environmental behaviors.To study the internal process mechanism and boosting conditions in the spillover process of digital pro-environmental behaviors,in order to provide a new perspective for promoting consumers’ pro-environmental behaviors.Study 1 mainly explored the spillover effect of digital pro-environmental behavior and its process mechanism,and preliminarily investigated its promoting factors.With the help of the professional research platform questionnaire star,a total of 217 valid questionnaires were collected.SPSS22.0 and Amos23.0 were used to analyze the questionnaire data to test the spillover effect of green energy behavior on other pro-environmental behaviors,the mediating role of environmental identity and emotional attachment and the moderating role of psychological ownership.the results showed:(1)Green energy harvesting behavior has a positive spillover effect on consumers ’ purchase of green products;(2)Environmental self-identity and emotional attachment play a parallel mediating role in the influence of green energy harvesting on green product purchase;(3)Psychological Ownership of trees or protected sites promotes the effect of emotional attachment on green product purchase.But failed to verify the moderating role of psychological ownership in the process of environmental self-identity affecting green product purchase.On the basis of Study 1,Study 2 adopted 2(green energy collection behavior : high group VS.low group)* 2(psychological ownership: strong VS weak)between-subject experimental design and added the dependent variable of pro-environmental donation to verify the spillover effect of digital pro-environmental behavior and the amplification effect of psychological ownership again.With the help of Credamo survey platform for experimental design and questionnaire distribution,199 valid questionnaires were finally obtained.The results showed:(1)Digital pro-environmental behaviors have positive spillover effects,that is,green energy harvesting behaviors promote green purchases and pro-environmental donations by consumers;(2)Environmental self-identity plays a complete mediating role in the process of green energy collection behavior affecting green product purchase and pro-environmental donation,and the mediating role of emotional attachment is not significant;(3)Through situational manipulation,the positive moderating effect of psychological ownership on environmental self-identity and emotional attachment promoting green purchase was verified,but not significant when pro-environmental donation was used as the dependent variable.The results on the one hand verify the positive spillover effect of digital green behavior,and on the other hand reveal the mediating role of environmental self-identity and emotional attachment in the spillover process.More importantly,this study reveals the amplifying effect of psychological ownership on the spillover effect of digital pro-environmental behavior.This study extends the scope of pro-environmental behavior to the field of digital behavior,enriches the understanding of the mechanism of pro-environmental behavior spillover process,and introduces the concept of psychological ownership and emotional attachment in the field of pro-environmental behavior spillover.The research conclusion has a guiding role in promoting the positive spillover effect of pro-environmental behavior,and also provides a reference for government environmental protection departments and environmental protection organizations to formulate environmental protection strategies. |
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