The relationship between social networks and pro-environmental behavior: a moderated mediation model

As global environmental issues have become increasingly severe, promoting pro-environmental behavior (PEB) among the public has become crucial for achieving sustainable development. Social networks (SN), as important channels for information dissemination and interpersonal interaction, SN are associated with individuals’ environmental behavior through their potential linkage with environmental risk perception (ERP). However, the differences in this mechanism among groups with different educational levels are still unclear. On the basis of data from the 2021 Chinese General Social Survey, this study examines the relationships between SN, ERP, education, and PEB. The results of the correlation analysis revealed a significant negative correlation between SN and ERP (p < 0.001) and a significant positive correlation between SN and PEB (p < 0.001); ERP was significantly negatively correlated with PEB (p < 0.01); education level was significantly positively correlated with SN, PEB, gender, and age (all p < 0.001) and significantly negatively correlated with ERP (p < 0.001). The mediation effect analysis indicates that ERP plays a partial mediating role between SN and PEB. SN not only directly promotes PEB but also exerts a positive indirect effect on PEB through ERP. Furthermore, education level significantly moderates the mediating pathway, attenuating the negative influence of SN on ERP. These findings contribute to understanding how SN relate to PEB through their connection with ERP while also revealing the important role that education levels play in this process, offering insights for the design of differentiated environmental education policies.