Impact of WeChat Usage on Environmental Awareness: A Socioeconomic Perspective

Descriptive Analysis

The data indicates that frequent and non-frequent WeChat users differ significantly. Frequent WeChat users show higher environmental awareness compared to non-frequent users. This discrepancy suggests that differences in socio-economic factors, rather than WeChat usage itself, may drive these variations. Frequent users tend to be younger, more educated, urban residents, healthier, more socially active, and have higher incomes.

OLS and IV Estimation

To evaluate the impact of WeChat usage on environmental awareness, we used Ordinary Least Squares (OLS) and Instrumental Variable (IV) methods. The estimates reveal that frequent WeChat usage positively influences environmental awareness, regardless of the method used. Without control variables, OLS estimates suggest a 0.13-point increase in awareness. However, due to endogeneity, this estimation may be biased. By applying the IV method, the estimate rises to about 0.6 points, reflecting a more accurate local average treatment effect.

Incorporating control variables into the analysis alters the OLS estimate, making it insignificant. In contrast, the 2SLS estimation shows a more substantial effect of approximately 1.1 points, indicating that frequent use of WeChat significantly enhances environmental awareness.

MTE Estimation

Estimating Marginal Treatment Effects (MTE) offers a clearer picture because it does not vary based on the choice of instruments. The MTE reflects the average benefits for individuals near the threshold of treatment acceptance. Results show that higher internet penetration correlates with increased WeChat usage. Frequent use probabilities are higher among younger individuals with more education and healthier social interactions.

The findings also suggest that environmental awareness increases with age, but the positive effect of WeChat diminishes as users grow older. Higher education and income levels amplify the effect of WeChat use, particularly for non-agricultural residents.

Robustness Checks

Robustness checks utilized various polynomial estimation methods to confirm the reliability of the MTE estimates. Results demonstrate a consistent downward trend in MTE across specifications. The Average Treatment Effect (ATE) from these checks shows that frequent WeChat use increases environmental awareness by about 1.49 points for all individuals, passing significance tests.

Mechanism Analysis

Path analysis reveals that WeChat usage affects environmental awareness directly and indirectly through environmental knowledge. The direct effect accounts for a substantial portion of the overall impact. This indicates that social media is a powerful tool for fostering environmental consciousness. Importantly, environmental risk perception does not significantly mediate this relationship, suggesting that individuals may feel powerless to address environmental issues on their own.

The findings emphasize the role of social media in establishing personal and social norms about environmental behavior, encouraging users to adopt pro-environmental actions.