The impact of digital literacy on green consumption behavior under the moderation of prosocial behavior

Integrating green concepts into all consumption areas and promoting the transition from traditional to low-carbon consumption is crucial for implementing new development strategies, fostering high-quality economic growth, and achieving the goals of "carbon peak and carbon neutrality." From the perspective of consumer digital literacy, this study introduces environmental awareness and green self-efficacy as mediating variables, while incorporating prosocial behavior as a moderating variable to construct a moderated chain mediation model of green consumption behavior. The model is empirically tested using data from 401 questionnaires. The findings indicate that digital literacy positively influences green consumption behavior. Moreover, environmental awareness and green self-efficacy serve as partial mediators in this relationship, with environmental awareness significantly enhancing green self-efficacy. Together, these variables form a chain mediation pathway between digital literacy and green consumption behavior. Additionally, prosocial behavior positively moderates the relationship between digital literacy, environmental awareness, green self-efficacy, and green consumption behavior, exerting a significant moderating influence on the mediation effect of green self-efficacy.