More is not always better: the role of Social Media Information in shaping individual low-carbon behavioral intention

Social media greatly facilitates people's access to information; however, it can also lead to information overload and exposure to uncomfortable content that may cause individuals to avoid it. As a result, two types of influencing mechanisms emerge: information exposure and information avoidance, which may impact users' behaviors. Currently, there is limited understanding of the simultaneous effects of social media information exposure and avoidance on individuals' behavioral intentions towards climate change mitigation. Using survey data for 1056 Chinese Gen-Z undergraduates and based on the extended theory of planned behavior, this paper utilizes a partial least squares structural equation model to examine the effects of social media information exposure and information avoidance on individual low-carbon behavioral intention. The results show that information exposure on social media has a positive relationship with behavioral attitude, subjective norm, and perceived behavioral control, and then increasing the low-carbon behavioral intention. Information avoidance has a negative association with three factors, respectively, and decreases the low-carbon behavioral intention. Additionally, exposure to social media information has the greatest impact on the subjective norm and the least impact on behavioral attitude; information avoidance has the greatest impact on behavioral attitude, whereas perceived behavioral control is the least affected. Drawing from the results, we propose policy recommendations that facilitate information exposure while addressing avoidance in shaping low-carbon behavioral intentions. Those implications would help reconcile the two opposing effects while promoting public engagement in climate activities.