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ORIGINAL RESEARCH
From Online to Offline: Understanding
the Connection between Perceived Interactivity
and Pro-environment Behavior
1
School of Geographical Sciences and Tourism, Jiaying University, Meizhou 514011, China
2
Modern Business Research Center, Academe of Zhejiang Cultural Industry Innovation & Development,
School of Tourism and Urban-rural Planning, Zhejiang Gongshang University, Hangzhou, China
Submission date: 2024-02-24
Final revision date: 2024-04-09
Acceptance date: 2024-07-04
Online publication date: 2024-10-25
Publication date: 2025-07-05
Corresponding author
Guanghui Qiao
Modern Business Research Center, Academe of Zhejiang Cultural Industry Innovation & Development, School of Tourism and Urban-rural Planning, Zhejiang Gongshang University, Hangzhou, China
Modern Business Research Center, Academe of Zhejiang Cultural Industry Innovation & Development, School of Tourism and Urban-rural Planning, Zhejiang Gongshang University, Hangzhou, China
Pol. J. Environ. Stud. 2025;34(5):5281-5291
KEYWORDS
TOPICS
ABSTRACT
With the exacerbation of environmental pollution, pro-environmental behavior is becoming
increasingly imperative. The emergence of mobile mini programs plays a pivotal role in promoting
such behavior. However, there remains a dearth of research examining the influence of perceived
interactivity on pro-environmental behavior. In line with the Stimulus-Organism-Response (S-O-R)
model, this study aims to investigate the impact of perceived interactivity on pro-environmental
behavior. Utilizing a questionnaire survey of 336 Ant Forest users, the partial least squares method
was employed to analyze the data. The findings reveal that control, responsiveness, and connectivity
positively influence user engagement. Moreover, user engagement significantly correlates with brand
love and user satisfaction. Additionally, brand love and user satisfaction significantly contribute to user
stickiness, thereby fostering pro-environmental behavior. This study represents the first attempt to
explore the influence of perceived interactivity on pro-environmental behavior.
CONFLICT OF 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.
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