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Predicting the Intention of Sustainable Commuting among Chinese Commuters: The Role of Media and Morality

ABSTRACT In attempting to understand the media influence on the intention of sustainable commuting, this study integrated the media use and dependency theories and the norm activation model. Specifically, this study developed a research model that consists of online and offline environmental media use, media dependency, an awareness of consequences, the ascription of responsibility, personal norms, and the intention of sustainable commuting. Based on a quota sample of 1,264 commuters in China, this study found that online and offline environmental media use and media dependency were directly and indirectly associated with the intention of sustainable commuting. The indirect paths were mediated by an awareness of consequences, the ascription of responsibility, and personal norms. The implications of these findings were discussed.