Traditional media or social media? Corporate green media communication and consumer intention to cocreate green value in post-COVID-19 China
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 17 May 2022
Issue publication date: 9 March 2023
Abstract
Purpose
This study investigated whether there are differences in the effects of green traditional media communication (GTMC) and green social media communication on consumers' intention to cocreate green value (ICGV) in post-COVID-19 China. The authors further tested the chain mediating role of cocreation efficacy and cocreation outcome expectation and the moderating role of perceived CSR image.
Design/methodology/approach
Using a survey, we collected a dataset of 683 consumers through stratified random sampling in main shopping malls in four Chinese cities. Structural equation modeling (SEM) was used to test the conceptual framework and hypotheses, and bootstrapping was used to estimate the mediated standardized regression coefficients. Multiple linear regression analysis was used to test the moderating effect.
Findings
GTMC, firm-created content (FCC), and user-generated content (UGC) all had positive effects on ICGV. Cocreation efficacy and cocreation outcome expectation had a chain mediation effect in GTMC and ICGV, UGC, and ICGV. Perceived CSR image positively moderated the effects of both GTMC and FCC on ICGV. However, perceived CSR image did not significantly moderate the relationship between UGC and ICGV.
Originality/value
This study contributes to our understanding of the effect of green media communication on consumers' ICGV in post-COVID-19 China. It also develops the concepts of cocreation efficacy and cocreation outcome expectation. Moreover, analyzing the chain mediating role of cocreation efficacy and cocreation outcome expectation in green media communication and ICGV extends social cognitive theory to the context of green value cocreation. Finally, examining the moderating role of perceived CSR image provides a basis for understanding the boundary conditions of green media communication's effect on ICGV.
Keywords
Acknowledgements
The author(s) would like to thank Dr. Ian Phau, the Editor-in-chief of APJML, and the four anonymous reviewers for their insightful suggestions and careful reading of the manuscript. This research was supported by the National Natural Science Foundation of China (72172147). The authors thank LetPub (www.letpub.com) for its linguistic assistance during the preparation of this manuscript.
Declaration of competing interest: The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
Citation
Zhao, L., Sun, J., Zhang, L. and Ma, B. (2023), "Traditional media or social media? Corporate green media communication and consumer intention to cocreate green value in post-COVID-19 China", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 3, pp. 745-774. https://doi.org/10.1108/APJML-09-2021-0663
Publisher
:Emerald Publishing Limited
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