The Effects of Consumers’ Media Exposure, Attention, and Credibility on Pro-environmental Behaviors

Jinhee Lee, Moonhee Cho

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

This study investigates the effects of consumers’ media exposure and attention to corporate sustainability communication on their environmental protection behavior intentions and green purchasing behavior intentions as well as the moderating effects of consumers’ perceptions of media credibility. Based on an online survey of 503 participants, the results indicate that media exposure and attention had different effects on consumers’ pro-environmental behavior intentions. The study also reveals that consumers’ perceived media credibility enhanced the relationship between media exposure and environmental protection behavior intentions. Additionally, the results show that the moderating effects were varied depending on media type. The theoretical and practical implications of these findings are addressed.

Original languageEnglish
Pages (from-to)434-455
Number of pages22
JournalJournal of Promotion Management
Volume26
Issue number3
DOIs
StatePublished - Apr 15 2020

Keywords

  • Corporate sustainability communication
  • environmental protection behaviors
  • green purchasing behaviors
  • media credibility
  • media exposure and attention

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