The Effects of Consumers’ Media Exposure, Attention, and Credibility on Pro-environmental Behaviors

This study investigates the effects of consumers' media exposure and attention to corporate sustainability communication on their environmental protection behavior intentions and green purchasing behavior intentions as well as the moderating effects of consumers' perceptions of media credibility. Based on an online survey of 503 participants, the results indicate that media exposure and attention had different effects on consumers' pro-environmental behavior intentions. The study also reveals that consumers' perceived media credibility enhanced the relationship between media exposure and environmental protection behavior intentions. Additionally, the results show that the moderating effects were varied depending on media type. The theoretical and practical implications of these findings are addressed.