分享人：吴梅芬

地   点：经管中楼415

主办方：经济贸易系

开始时间：2024-11-21 15：00

结束时间：2024-11-21 17：00

学习交流主题：How does green communication promote the green consumption intention of social media users?

交流内容简介：Promoting green consumption is one of the most important ways to realize energy savings and emission reductions. Based on the perspective of green communication, contents shared this time focused on the influence mechanisms of green thinking (perception of green communication), social media marketing (way of green communication), and receptivity to green communication (emotional attitude towards green communication) on social media users' green consumption intentions. Structural equation modeling—artificial neural network modeling and bootstrapping were used to analyze the relationship between variables and the importance of variables. The results showed that (1) green thinking, social media marketing, and receptivity to green communication had significant effects on green consumption intention, among which receptivity to green communication was the most important factor affecting green attitudes and green consumption intention. (2) The relationship between social media marketing and green consumption intention was mediated by green attitude and moderated by green trust. (3) Social media users were further categorized to analyze how the green consumption intentions of different categories of social media users were influenced. (4) The results of a multi-group analysis provided references for future use in differentiated green communication strategies and policy implications. This research is of great significance in determining how best to conduct green communication activities and further cultivate green behavior.

分享人简介：吴梅芬，中国矿业大学经济管理学院管理科学与工程博士生，澳大利亚国立大学联合培养博士生。主要研究方向为环境传播与绿色行为、城市绿色化发展等；目前以第一作者/通讯作者发表学术论文13篇；参与国家社会科学基金重大项目、国家社会科学基金重点项目、国家自然科学基金面上项目等多项国家级课题；研究生期间主持省级及校级项目2项，获博士研究生国家奖学金、江苏省高校哲学社会科学研究成果奖二等奖等奖项多项。