The impact of online reference Groups on shared green consumption Behavior: the mediating role of Natural empathy

Abstract

With the development of China's economy and society, online interpersonal interactions have become increasingly prevalent, and more people have adapted to online social networking. Online reference groups, through information dissemination, demonstration effects, and social interactions, help promote green consumption concepts. This encourages more individuals to choose environmentally friendly and sustainable consumption methods, thereby advancing the popularization and development of green consumption. The attitudes, behaviors, and perspectives of members within online reference groups regarding shared green consumption exert significant referential effects on individuals' shared green consumption behaviors. This rescarch aims to investigate the influence of online reference groups on shared green consumption behavior, examine the impact of online reference groups on natural empathy, explore the influence of natural empathy on shared green consumption bchavior, and atudy the mcdiating role of natural empathy between online reference groups and shared green consumption behar. The study surveyed Chinese internet users and cullected 409 valid online questionnaires. Data analysis and hypothesis testing were conducted using SPSS 27.0 and Mplue 7. The statistical analysis results indicated that online reference groups positively influence shared green consumption behavior; online reference groups positively affect natural empathy; natural empathy positively influences shared green consumption behavior; and natural empathy mediates the relationship between online reference groups and shared green consumption behavior.

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE MASTER DEGREE OF ARTS FACULTY OF LIBERAL ARTS RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP ACADEMIC YEAR 2024 COPY RIGHT OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHЕР