온라인 친환경 액티비즘과 사회적 규범이 친환경 행동유형에 미치는 영향: 책임감과 죄책감의 매개효과를 중심으로

This study examines how the level of participation in online pro-environmental activism and adherence to social norms influences voluntary and obligatory pro-environmental behavior in daily life. Furthermore, this study explores the underlying motivational factors by analyzing the mediating effects of environmental responsibility and guilt in the relationship between online environmental activism, social norms, and the types of pro-environmental behavior. The findings reveal three key insights. First, individuals who actively engage in online environmental activism and strongly adhere to social norms are more likely to practice both voluntary and obligatory pro-environmental behaviors in their daily lives. Second, a sense of responsibility for environmental protection mediated the relationship between online environmental activism and both types of pro-environmental behavior. Similarly, environmental guilt also mediated this relationship. Third, both responsibility and guilt mediated the influence of social norms on both types of pro-environmental behavior. The researchers expect that these findings will provide valuable insights for businesses and policymakers working to promote sustainable pro-environmental behavior among the public. By understanding the psychological mechanisms that drive sustainable pro-environmental actions, organizations can develop more effective strategies to encourage public engagement and formulate practical solutions to address global environmental challenges.