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Research Article

The Journey of Shared Green Consumption Promotion: A Case Study of Environmental Advocacy in China

375 reads
Huang Zequn , Gynnyn Gumban
Psych Educ Multidisc J, 2025, 37 (9), 983-988, DOI: https://doi.org/10.70838/pemj.370907, ISSN 2822-4353
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Abstract

This qualitative case study explored how social media interaction promotes shared green consumption (SGC) as an environmental advocacy strategy in China, focusing on the Civil Society Environmental Protection Public Welfare Organization (CSEPPWO) in Changsha City. Conducted from May 2024 to February 2025, the study involved 20 purposively selected informants and employed Braun and Clarke’s thematic analysis. Findings revealed that social media enabled the transition of Green Hunan from grassroots activism to national influence, expanding its advocacy to include SGC through collaboration, recycling, and sustainable living campaigns. Social media enhanced transparency, credibility, and engagement but faced challenges such as digital fatigue, misinformation, and limited inclusivity. Despite barriers, stakeholders contributed through donations, leadership, and educational initiatives. The study highlights the crucial role of inclusive and adaptive digital strategies in advancing environmental behavior and policy influence.

Keywords qualitative case study shared green consumption environmental advocacy social media interaction sustainability communication
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The team behind this paper

2 authors, 1 institution.

This paper Central Philippine University Central Philippine Univ… 2 authors Huang Zequn — corresponding author HZ Huang Zequn ✉ Gynnyn Gumban GG Gynnyn Gumban

Readership

375 reads over 18 months.

May 2025 October 2026

Related work on SciMatic

Closest of 6 articles sharing keywords with this one. A rarer shared keyword counts for more than a common one.

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This article is token #5234 of SciMatic Articles (ERC-1155): 1,000,000 tokens, minted once, never more. The chain also stores a fingerprint (SHA-256) of the article's record, so anyone can check that it has not been altered.

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Gynnyn Gumban 0xfB3741…92EcB3 450,000 (45%)
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Bibliographic Information

Huang Zequn, Gynnyn Gumban, (2025). The Journey of Shared Green Consumption Promotion: A Case Study of Environmental Advocacy in China, Psychology and Education: A Multidisciplinary Journal, 37(9): 983-988
Bibtex Citation
@article{huang_zequn2025pemj,
author = {Huang Zequn and Gynnyn Gumban},
title = {The Journey of Shared Green Consumption Promotion: A Case Study of Environmental Advocacy in China},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2025},
volume = {37},
number = {9},
pages = {983-988},
doi = {10.70838/pemj.370907},
url = {https://scimatic.org/index.php/show_manuscript/5234}
}
APA Citation
Zequn, H., Gumban, G., (2025). The Journey of Shared Green Consumption Promotion: A Case Study of Environmental Advocacy in China. Psychology and Education: A Multidisciplinary Journal, 37(9), 983-988. https://doi.org/10.70838/pemj.370907

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