Decomposing Green Communication Amidst COVID-19 (A Cross-Gender, Cross-Generations, Cross-Qualification and Cross-Continental Analysis)

Abstract

The present study highlights the antecedents of green communication. Referring to the literature, the researcher found four important determinants: cultural orientation, technological orientation, non-facilitating conditions, and change orientation, where green communication refers to interned mediated communication. The present study has attempted to explore ways to reduce pollution through remote communication that reduces paper waste, transport emissions, and other factors. The data for the study has been collected from eleven countries across four continents with a sample size of (n=999). The researcher validates the theories of planned behavior, gender schema and generation cohorts, and green communication determinants following factor analyses and structural equation modeling. The findings suggest that cultural orientation, technological orientation, and change orientation significantly enhance the green communication behavior, whereas non-facilitating conditions significantly reduce the same. The study dissected these effects across gender, generation, qualification, and continents and found that determinants' effects vary across the cited groups.