Exploring Public Information Seeking and Pro-Environmental Behavior Intention in the Climate Change Context:The Mechanism of Media Exposure and the Role of Message Fatigue
[Research purpose]Different types of media platforms are increasingly becoming important channels for the public to access climate change information.The study explored the influence of media exposure on the public intention of information-seeking behavior and pro-environment behavior.It helps to provides new insight for effectively enhancing public participation in climate change.[Re-search method]By comprehensively considering the public's cognitive situation and cognitive mechanism,this study constructed an im-pact model of media exposure,collected data by questionnaire,empirically examined the impacts of different types of media exposure(in-cluding social media and traditional media)on individuals'perceived risk and intention to seek climate change information and engage in pro-environmental behaviors.It further investigated the moderating role of message fatigue.[Research conclusion]In the context of cli-mate change,as a critical variable in cognitive mechanisms,perceived risk mediated the effect of social media exposure on public informa-tion-seeking intention and the effect of social media exposure on public intention to engage in environmental behavior.The mediating role of perceived risk in the traditional media exposure model was insignificant.In contrast,traditional media exposure was directly and posi-tively associated with the intention of information-seeking behavior and pro-environment behavior.Message fatigue moderated the effect of social media exposure on perceived risk and could inhibit the effect of social media exposure.
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