The Use of Social Networking Sites and Pro-Environmental Behaviors: A Mediation and Moderation Model

Climate change poses a huge threat. Social networking sites (SNSs) have become sources of human–environment interactions and shaped the societal perception of climate change and its effect on society. This study, based on the extended parallel process model, aims to examine the effect of exposure to climate change-related information on SNSs on the pro-environmental behaviors of individuals. The study examines the mediation effect of fear of victimization from climate change between the exposure to climate change-related information on SNSs and pro-environmental behaviors, including the moderation effect of attention deficit and decision-making self-efficacy with the help of appropriate instruments. A total sample of 406 reliable questionnaires were collected from students using SNSs in China, and data were analyzed through SPSS and AMOS. Results indicate that the exposure to climate change-related information on SNSs has a direct positive effect on users’ pro-environmental behaviors (β = 0.299, p < 0.01). Fear of victimization from climate change also mediates the relationship between exposure to climate change-related information on SNSs and pro-environmental behaviors (β = 0.149, SE = 0.029, p < 0.01). In addition, attention deficit moderates the relationship of exposure to climate change-related information on SNSs with fear of victimization from climate change (β = −0.090, p ≤ 0.01) and pro-environmental behaviors (β = −0.090, p ≤ 0.05). Similarly, the relationship between fear of victimization from climate change and pro-environmental behaviors is moderated by decision-making self-efficacy (β = 0.267, p ≤ 0.01). The findings offer implications for media organizations and government policy makers, who should post or spread environmental information through the most trustworthy media, with trustworthy sources, in an effective manner, and without exaggerated adverse impacts.