Influence by osmosis: Social media green communities and pro-environmental behavior

While there is growing adoption of social media by environmental stakeholders, whether and how social media green communities affect netizens' pro-environmental behavior is understudied. Underpinned by social learning theory, this study explores the relation of green community browsing to netizens' pro-environmental behavior, the underlying mechanisms, and the interactive role of a critical social cue. Results of structural equation modeling in a sample of 585 members of green communities indicate that green communities' browsing has a significant relationship with pro-environmental behavior through the sequential mediation of participation and environmental concern. The volume of likes strengthens the relationship between netizens' browsing of green communities and participation. This novel study offers valuable insights into the role of social media green communities.