Though social media is considered to enhance environmentally conscious behaviour, there has not been sufficient investigation on the effects of specific affordances pertaining to green social networks (GSN). Also, the mechanism by which these affordances affect pro‐environmental behaviour (PEB) has not been explored in depth. Addressing these research gaps, this study first introduces three context‐specific GSN affordances, such as green self‐identification, green broadcasting, and green social endorsement. Further, drawing inspiration from social influence theory and the Stimulus‐Organism‐Response framework, the study put forth a novel framework that explains the varying effects of the conceptualized GSN affordances on PEB through the mediating mechanism of collective intention. The framework also indicates perceived informational and emotional values as moderators that accentuate the indirect influence of GSN affordances on PEB. Adopting a time‐lagged multi‐wave online survey design, 314 valid responses were obtained. The results of the moderated mediation analysis reveal that: (1) collective intention partially mediates the relationships between green broadcasting and PEB, and between green social endorsement and PEB; (2) collective intention fully mediates the relationship between green self‐identification and PEB. Further, the indirect effect of green self‐identification on PEB is positively moderated by emotional values and not moderated by informational values. Interestingly, the indirect effects of green broadcasting and green social endorsement on PEB are positively moderated by both informational and emotional values. These findings offer significant implications for researchers and practitioners who look out for online communities to promote actual PEB.

中文翻译：

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绿色社交网络可供性如何增强环保行为？

尽管社交媒体被认为可以增强环保意识行为，但尚未对与绿色社交网络（GSN）相关的特定可供性的影响进行充分的调查。此外，这些可供性影响亲环境行为（PEB）的机制尚未得到深入探讨。为了解决这些研究空白，本研究首先介绍了三种特定背景的 GSN 可供性，例如绿色自我认同、绿色广播和绿色社会认可。此外，从社会影响理论和刺激-有机体-反应框架中汲取灵感，该研究提出了一个新颖的框架，该框架通过集体意图的中介机制解释了概念化的 GSN 可供性对 PEB 的不同影响。该框架还指出了感知信息和情感价值作为调节因素，强调了 GSN 可供性对 PEB 的间接影响。采用时滞多波在线调查设计，获得有效回复314份。有调节的中介分析结果表明：（1）集体意愿部分中介了绿色广播与PEB、绿色社会认可与PEB之间的关系；(2)集体意愿充分中介绿色自我认同与PEB之间的关系。此外，绿色自我认同对PEB的间接影响受到情感价值观的正向调节，而不是受到信息价值观的调节。有趣的是，绿色广播和绿色社会认可对 PEB 的间接影响受到信息价值和情感价值的积极调节。这些发现对于寻找在线社区来推广实际 PEB 的研究人员和从业者具有重要意义。