Online environmental community members' intention to participate in environmental activities: An application of the theory of planned behavior in the Chinese context

This study investigated the factors associated with online environmental community members' intention to participate in environmental activities in the Chinese context, employing the framework of the theory of planned behavior (TPB). Using data from a survey of community members (N = 211), structural equation modeling analyses confirmed the roles of subjective norm and self-efficacy in affecting intention to participate in environmental activities. Unlike other TPB studies, however, the study discovered that attitude was not significantly associated with intention. In addition, other relevant factors, including ego involvement, group identification, perceived salience of environmental problems, perceived popularity of environmental activities, and perceived interactivity of the community websites, were found to be associated with the intention of participation, either directly or indirectly. The theoretical and practical implications were discussed.