有關環境永續的議題在臺灣與世界各地早已不陌生，隨著網際網路發展日趨成熟，社群媒體如雨後春筍般地出現，更是讓環境永續議題無遠弗屆。其中，全球最大社群影音平台YouTube與平台創作者YouTuber的出現，創造的環境議題相關內容為公眾與社會帶來偌大的影響。對此，本研究探討YouTuber對觀眾的環境意識與親環境行為的影響，並將自我效能做為干擾變數。
本研究採用實驗法，將YouTuber創作內容之YouTube影片做為實驗刺激，用以驗證四個假說。本研究共招募107位受測者，分別透過生活實踐型與資訊介紹型兩種影片情境，了解不同類型YouTuber是否會引起觀眾不同的環境意識，並探討觀眾環境意識對個人親環境行為之影響，以及環境意識在不同類型YouTuber與親環境行為之間的中介效果，同時探討自我效能對環境意識與親環境行為兩者關係之干擾效果。研究結果發現，生活實踐型YouTuber（相較於資訊介紹型YouTuber）能夠引起觀眾較高的環境意識，而觀眾的環境意識會正向影響親環境行為，再者，不同類型YouTuber會透過環境意識影響親環境行為，最後，高自我效能會強化環境意識對親環境行為之正向影響。透過本研究結果，能夠拓展YouTuber在環境永續領域的影響力，提供企業與商家在宣傳商品服務等實務參考，並將YouTuber正面的社會影響力應用至環境保護相關的公共議題，加以宣導或呼籲公眾落實社會責任，讓我們在打造環境永續的社會路上能夠更進一步。

The issue of environmental sustainability has long been familiar in Taiwan and all around the world. With the development of the Internet and the explosive growth of social media, so that the issue of environmental sustainability has been becoming far-reaching. Among them, the advent of YouTube, which is the largest community and streaming service in the world, and the YouTuber as a creator of YouTube channel, created content related to environmental issues that has had a huge impact on the public and society. This study explores how YouTuber affects the audience's environmental consciousness and pro-environmental behavior, and adopts self-efficacy as a moderating variable into the discussion.
This study employs an experimental method to verify the four hypotheses, trying to understand whether different types of YouTubers (life practice type vs. information introduction type) will cause different environmental consciousness, and to explore the relationship between environmental consciousness and pro-environmental behavior, and the moderating effect of self-efficacy on the relationship between environmental consciousness and pro-environmental behavior. The results showed the life-practice YouTuber can arouse the audience's higher environmental consciousness, and the audience's environmental consciousness will positively affect the pro-environmental behavior, and high self-efficacy strengthens the positive effect of environmental consciousness on pro-environmental behavior. The results of this study can apply YouTuber's positive social influence on public issues related to environmental protection or other public issues, so that we will take a step further forward in building an environmentally sustainable society.

論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
第壹章 緒論 1
第一節研究背景 1
第二節研究動機 5
第三節研究問題 9
第四節研究目的 9
第貳章 文獻探討 10
第一節YouTuber與影響力 10
第二節環境意識 15
第三節親環境行為 17
第四節自我效能 20
第參章 研究架構與研究假說 23
第一節研究架構 23
第二節假說推論 23
第肆章 研究方法 28
第一節實驗概述 28
第二節實驗前測 29
第三節 正式實驗 33
第伍章 研究結果 39
第一節 研究樣本組成 39
第二節 問卷量表信度分析 41
第三節 操弄性檢驗 41
第四節 假說驗證 42
第五節 研究結果 46
第陸章 結論與建議 48
第一節 研究發現與討論 48
第二節 理論意涵 49
第三節 實務意涵 50
第四節 研究限制與未來研究方向 53
參考文獻 55
附錄一、前測問卷 65
附錄二、正式實驗問卷 68

Anny & MindyLi（2020年11月11日）。年輕人究竟看什麼？YouTube 公布年輕人影音觀看偏好。INSIDE。取自：https://www.inside.com.tw/article/21519-youtube-gen-z-trend　
Affde（2021年07月22日）。2021 年有多少人使用 YouTube？。取自：https://www.affde.com/zh-TW/youtube-users.html　
Chan（2018年03月）。達人級 YouTube 創作者，以專業凝聚粉絲影響力。取自：https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumer-trends/whats-on-yt-q1/　
Cambridge（2021）。“Lifestyle”。取自：https://dictionary.cambridge.org/dictionary/english/lifestyle?q=%2Blifestyle
GINA HELLO〔@ginachiki〕（2019年06月27日）。邀請大家一起參加Kiehl’s 契爾氏「空瓶回收與獎勵計畫」與我們一起愛護地球〔照片〕。Instagram。取自：https://www.instagram.com/p/BzNnlzSH5g4/?fbclid=IwAR3Vx3D6j8pWJg1A5keuhD9urcqiJmaITrfVH4lELRmPgTarFqn2f3JK4hc
Hask（2022年08月22日）。2022最大線上公益路跑「裙襬澎澎RUN」來了！7/15開放報名，號召全台小澎裙們：#We Run Taiwan！。美麗佳人marie claire。取自：https://www.marieclaire.com.tw/lifestyle/news/67012
Ipsos（2019年10月24日）。台灣人首選的影音平台是什麼？。取自：https://www.ipsos.com/en-tw/taiwanrenshouxuandeyingyinpingtaishishenme
MindyLi（2021年02月07日）。當藝人明星開始學YouTuber拍片，這些素人網紅面臨哪些競爭困境？。關鍵評論網。取自：
　　　https://www.thenewslens.com/article/146869　
TenMax騰學廣告（2022年03月09日）。2022台灣最新網路使用報告出爐！8 大數據亮點一次看。動腦雜誌。取自：https://www.brain.com.tw/news/articlecontent?ID=50579　
SkySCHOOL（2021年05月20日）。盤點最受歡迎的 4 種影片類型，帶你了解 youtube 流行趨勢。取自：https://sky-mba.com/popular-video-types/
UNIQLO（2022）。Recycling Journey羽絨服與DRY-EX的再生循環之旅。LifeWear。取自：https://www.uniqlo.com/tw/collection/lifewear-magazine-third/recycling-journey/
王祉茜（2022年07月20日）。小心夏天電費狂飆！台電籲4大NG用電習慣快改掉，正確省電6招一次看懂。風傳媒。取自：https://www.storm.mg/lifestyle/4432864
台客劇場（2016年07月14日）。愛地球人生一週累積多少垃圾？［影片］。YouTube。https://www.youtube.com/watch?v=NiRq8rynz0Y&list=PLdI0QTObTb5vvBnlimGEVBkvjvrq1m37C
台客劇場（2016年07月07日）。便利人生一週累積多少垃圾？［照片］。YouTube。https://www.youtube.com/watch?v=HaDNpVR6zqQ
未來生活實驗室（2019年12月06日）。台灣環保Youtuber有哪些　2019年追蹤環保議題必看的3位Youtuber。取自：https://www.lifeaholic.tw/article46700
末羊子dontkjoanne（2020年10月14日）。極簡Do's & Dont's ｜8步驟，你也可以簡單生活｜ ft.霓淨思［照片］。YouTube。https://www.youtube.com/watch?v=U9yINL2x4N8
行政院環保署（2022）。環保政策。取自：https://www.ey.gov.tw/state/4AC21DC94B8E19A8/bea31948-b13c-4bd7-b13b-904a50ee5730
找蔬食Traveggo（2020年10月31日）。5個你可能忽略的環保小細節［影片］。YouTube。https://www.youtube.com/watch?v=xopIPOhiCXE
找蔬食Traveggo（2020年06月20日）。我的8個極簡環保好物 創造省錢＋高效率生活［照片］。YouTube。https://www.youtube.com/watch?v=hKeUksY8A4Y
李尹暘、林曉佩、林君怡（2007）。自我效能理論之分析與應用。澄清醫護管理雜誌，3(2)，46-52。
李妍慧（2018）。YouTuber可信度對消費者購買意願的影響：置入性行銷的角　色［碩士論文〕。取自華藝線上圖書館。
李偲瑋（2022年05月11日）。US 2021年社群媒體使用：YouTube稱霸。卓越新聞電子報。取自：https://www.feja.org.tw/58835
林珮萱（2017年08月18日）。搞懂CSR 關鍵20問一次解答。遠見雜誌。取自：https://www.gvm.com.tw/article/39488　
林隆儀（2022年06月26日）。行銷望遠鏡/社會行銷四大關鍵。經濟日報。取自：https://money.udn.com/money/story/122331/6417208?from=edn_search_result
金魚腦Goldfish Brain（2020年04月19日）。天然環保洗衣精!｜金魚腦 Goldfish Brain feat.淨毒五郎［照片］。YouTube。https://www.youtube.com/watch?v=Eqfdu53RLlc
唐雅陵（2022年02月05日）。巴西亞馬遜過去3年森林砍伐面積成長57%。中央社。取自：https://www.cna.com.tw/news/aopl/202202050050.aspx 　
海湧工作室（2020年06月30日）。誰說海灘上的垃圾沒藥醫？還沒到最後一秒，別輕易說放棄！。海湧工作室部落格。取自：https://hiinstudio.com/2020/06/30/%E8%AA%B0%E8%AA%AA%E6%B5%B7%E7%81%98%E4%B8%8A%E7%9A%84%E5%9E%83%E5%9C%BE%E6%B2%92%E8%97%A5%E9%86%AB%EF%BC%9F%E9%82%84%E6%B2%92%E5%88%B0%E6%9C%80%E5%BE%8C%E4%B8%80%E7%A7%92%EF%BC%8C%E5%88%A5%E8%BC%95/
張怡萱、林喻東、鄧書麟、劉癸君（2011）。新環境典範態度與負責任環境行為關係之探討—以嘉義樹木園的遊客為例。林業研究季刊，33(2)，13-27。
許月苓（2022年02月25日）。碳排放量，先從小日子、小細節 開始斤斤計較！。關鍵評論網。取自：https://www.thenewslens.com/feature/sdgs/155778　
陳奕安（2021年10月26日）。SDGs 是什麼？永續發展目標17項目標及台灣實例。親子天下。取自：https://www.parenting.com.tw/article/5091099　
陳思利、葉國樑（2002）。環境行為與相關因素之研究--以屏東縣國中學生為例。環境教育學刊。
凱絡媒體週報（2022年03月03日）。2021年大學生四大社群平台使用行為大調查出爐。凱絡媒體週報·數位智庫。取自：https://twncarat.wordpress.com/2022/03/03/2021%E5%B9%B4%E5%A4%A7%E5%AD%B8%E7%94%9F%E5%9B%9B%E5%A4%A7%E7%A4%BE%E7%BE%A4%E5%B9%B3%E5%8F%B0%E4%BD%BF%E7%94%A8%E8%A1%8C%E7%82%BA%E5%A4%A7%E8%AA%BF%E6%9F%A5%E5%87%BA%E7%88%90/
黃文雄、黃芳銘、游森期、田育芬、吳忠宏（2009）。新環境典範量表之驗證與應用 新環境典範量表之驗證與應用。環境教育研究，6(2)，49-76。
劉庭莉（2022年10月21日）。民眾最想要的環境政見 綠色和平網路票選三大議題 呼籲首長候選人作答。環境資訊中心。取自：https://e-info.org.tw/node/235294
劉維榛（2022年02月11日）。擁影響力「YouTuber是誰？」　網一致點名他：滿滿正能量。ETtoday新聞雲。取自：https://www.ettoday.net/news/20220211/2187108.htm#ixzz7PaGCpT5M　
蔡佳彤（2018）。Youtuber對消費者的影響力-以擬社會互動與顧客權益探討
［未出版之碩士論文〕。國立中央大學，桃園市。
蔡俊傑（2011）。以自我效能理論探討青少年健身運動社會支持與滿意度之關 係。臺灣運動心理學報(19)，23-48。
鄧文淵、文淵閣工作室（2019）。我也要當 YouTuber！百萬粉絲網紅不能說的秘密：拍片、剪輯、直播與宣傳實戰大揭密，碁峰。
鄭樺（2021年06月21日）。用電量履創歷史新高 台電籲請各界節約用電。大紀元。取自：https://www.epochtimes.com/b5/21/6/21/n13036993.htm
Abraham, J., Pane, M., & Chairiyani, R. (2015). An investigation on cynicism and environmental self-efficacy as predictors of pro-environmental behavior. Psychology, 6, 234-242.
Ahmed, A., Mir, F. A., & Farooq, O. (2012). Effect of celebrity endorsement on customers' buying behavior: A perspective from Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 4(5), 584-592.
Aran-Ramspott, S., Fedele, M., & Tarragó, A. (2018). YouTubers' social functions and their influence on pre-adolescence. Comunicar. Media Education Research Journal, 26(2).
Arvanitidou, V., Antoniou, P., Michalopoulou, M., Diggelidis, N., & Serbezis, G. (2015). YouTube: an educational tool in environmental education. International Journal of Education and Research, 3(4), 81-92.
Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological review, 84(2), 191.
Bandura, A. (2002). Environmental Sustainabiltiy by Sociocognitive Deceleration of Population Growth. In Psychology of sustainable development (pp. 209-238). Springer.
Barrot, J. S. (2018). Facebook as a learning environment for language teaching and learning: A critical analysis of the literature from 2010 to 2017. Journal of Computer Assisted Learning, 34(6), 863-875.
Bhutada, N. S., Menon, A. M., Deshpande, A. D., & Perri III, M. (2012). Impact of celebrity pitch in direct-to-consumer advertising of prescription drugs. Health Marketing Quarterly, 29(1), 35-48.
Bierhoff, H. W. (2002). Prosocial behaviour. Psychology Press.
Bohlen, G., Schlegelmilch, B. B., & Diamantopoulos, A. (1993). Measuring ecological concern: A multi‐construct perspective. Journal of marketing management, 9(4), 415-430.
Borghol, Y., Ardon, S., Carlsson, N., Eager, D., & Mahanti, A. (2012). The untold story of the clones: Content-agnostic factors that impact YouTube video popularity. Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining,
Brothers, C. C., Fortner, R. W., & Mayer, V. J. (1991). The impact of television news on public environmental knowledge. The Journal of Environmental Education, 22(4), 22-29.
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of consumer Research, 2(3), 206-215.
Chang, C.-T. (2012). Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness. International Journal of Advertising, 31(4), 741-771.
Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of advertising research, 39(5), 27-38.
Cherdymova, E. I., Vorobyeva, K. I., Romashkova, O. V., Mashkin, N. A., Grigoriev, S. M., Romanchenko, L. N., Karpenko, M. A., & Bayanova, A. R. (2018). Photo exhibition influence on student environmental consciousness formation. Ekoloji, 27(106), 1271-1278.
Choi, G. Y., & Behm-Morawitz, E. (2017). Giving a new makeover to STEAM: Establishing YouTube beauty gurus as digital literacy educators through messages and effects on viewers. Computers in human behavior, 73, 80-91.
Clark, C. F., Kotchen, M. J., & Moore, M. R. (2003). Internal and external influences on pro-environmental behavior: Participation in a green electricity program. Journal of Environmental Psychology, 23(3), 237-246.
Çoklar, A. N. (2012). Evaluations of students on Facebook as an educational environment. Turkish Online Journal of Qualitative Inquiry, 3(2), 42-53.
Corrêa, S. C. H., Soares, J. L., Christino, J. M. M., de Sevilha Gosling, M., & Gonçalves, C. A. (2020). The influence of YouTubers on followers’ use intention. Marketing, 14(2), 173-194.
Corrêa, S. C. H., Soares, J. L., Christino, J. M. M., Gosling, M. d. S., & Gonçalves, C. A. (2020). The influence of YouTubers on followers’ use intention. Journal of Research in Interactive Marketing, 14(2), 173-194. https://doi.org/10.1108/JRIM-09-2019-0154
Davison, G. C., & Wilson, G. T. (1973). Processes of fear-reduction in systematic desensitization: Cognitive and social reinforcement factors in humans. Behavior Therapy, 4(1), 1-21.
De Groot, J. I., & Steg, L. (2009). Mean or green: which values can promote stable pro‐environmental behavior? Conservation Letters, 2(2), 61-66.
Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in human behavior, 59, 165-172.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The journal of abnormal and social psychology, 51(3), 629.
Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18. https://doi.org/10.1080/10641734.1995.10505022
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research, 41(3), 39-48.
Fernández, J. M. B., Cabarcos, M. Á. L., Pérez, F. L., & SanmartÍn, E. R. (2002). Análisis de las dimensiones cognoscitiva y afectiva del comportamiento ecológico del consumidor. Revista galega de economía, 11(2), 0.
Fleck, R., Rogers, Y., Yuill, N., Marshall, P., Carr, A., Rick, J., & Bonnett, V. (2009). Actions speak loudly with words: unpacking collaboration around the table. Proceedings of the ACM international conference on interactive tabletops and surfaces,
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of undergraduate research in communications, 8(2), 77-87.
Goldsmith, E. B., & Goldsmith, R. E. (2011). Social influence and sustainability in households. International journal of consumer studies, 35(2), 117-121.
Hall, A., Towers, N., & Shaw, D. R. (2017). Understanding how millennial shoppers decide what to buy: Digitally connected unseen journeys. International Journal of Retail & Distribution Management.
Han, H., & Hyun, S. S. (2017). Fostering customers' pro-environmental behavior at a museum. Journal of Sustainable Tourism, 25(9), 1240-1256.
Handina, H., Rochintaniawati, D., & Nugraha, I. (2020). Students’ Environmental Awareness in Learning Environmental Pollution Using Instagram-mediated SAMR Model. Proceedings of the 7th Mathematics, Science, and Computer Science Education International Seminar, MSCEIS 2019, 12 October 2019, Bandung, West Java, Indonesia,
Hawkins, D. I., Mothersbaugh, D., & Mookerjee, A. (2010). Attitudes and influencing attitudes. Consumer Behaviors: Building Marketing Strategy, 11, 58-444.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
Heslin, P. A., & Klehe, U.-C. (2006). Self-efficacy. Encyclopedia Of Industrial/Organizational Psychology, SG Rogelberg, ed, 2, 705-708.
Hidayat, Z., & Hidayat, D. (2021). Environmental Sense of Gen Z in Online Communities: Exploring the Roles of Sharing Knowledge and Social Movement on Instagram. Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia,
Himma-Kadakas, M., Rajavee, A., Orgmets, M.-L., Eensaar, L., & Kõuts-Klemm, R. (2018). The food chain of YouTubers: engaging audiences with formats and genres. Observatorio (OBS*), 12, 54-75.
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of Environmental Education, 18(2), 1-8.
Huang, H. (2016). Media use, environmental beliefs, self-efficacy, and pro-environmental behavior. Journal of Business Research, 69(6), 2206-2212.
Hungerford, H. R., & Peyton, R. B. (1977). A Paradigm of Environmental Action.
Hungerford, H. R., & Volk, T. L. (1990). Changing learner behavior through environmental education. The Journal of Environmental Education, 21(3), 8-21.
Jalali, S. S., & Khalid, H. B. (2021). The influence of Instagram influencers’ activity on green consumption behavior. Business Management and Strategy, 12(1), 78-90.
Jerslev, A. (2016). Media times| in the time of the microcelebrity: celebrification and the YouTuber Zoella. International journal of communication, 10, 19.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kautish, P., Paul, J., & Sharma, R. (2019). The moderating influence of environmental consciousness and recycling intentions on green purchase behavior. Journal of Cleaner Production, 228, 1425-1436.
Kim, Y. A., & Srivastava, J. (2007). Impact of social influence in e-commerce decision making. Proceedings of the ninth international conference on Electronic commerce,
Kwahk, K.-Y., & Ge, X. (2012). The effects of social media on e-commerce: A perspective of social impact theory. 2012 45th Hawaii international conference on system sciences,
Lange, F., & Dewitte, S. (2019). Measuring pro-environmental behavior: Review and recommendations. Journal of Environmental Psychology, 63, 92-100.
Latané, B. (1981). The psychology of social impact. American psychologist, 36(4), 343.
Lee, K., Oh, W.-Y., & Kim, N. (2013). Social Media for Socially Responsible Firms: Analysis of Fortune 500’s Twitter Profiles and their CSR/CSIR Ratings. Journal of Business Ethics, 118(4), 791-806.
Li, D., Zhao, L., Ma, S., Shao, S., & Zhang, L. (2019). What influences an individual’s pro-environmental behavior? A literature review. Resources, Conservation and Recycling, 146, 28-34.
Lick, J., & Bootzin, R. (1975). Expectancy factors in the treatment of fear: methodological and theoretical issues. Psychological bulletin, 82(6), 917.
Lopes, I., Guarda, T., Victor, J. A., & Vázquez, E. G. (2020). The influence of YouTubers in consumer behavior. In Marketing and Smart Technologies (pp. 49-58). Springer.
Müderrisoglu, H., & Altanlar, A. (2011). Attitudes and behaviors of undergraduate students toward environmental issues. International Journal of Environmental Science & Technology, 8(1), 159-168.
MAcEVOY, B. (1992). Business, the Public, and the Environment. SRI International, Report(812).
Macotela Lopez, C. (2016). Social Media as a new Mass Media tool for environmental consciousness; Case study of social media campaign# Kohälsa by Skånemejerier.
Maloney, M. P., & Ward, M. P. (1973). Ecology: Let's hear from the people: An objective scale for the measurement of ecological attitudes and knowledge. American psychologist, 28(7), 583.
Mesmer-Magnus, J., Viswesvaran, C., & Wiernik, B. M. (2012). The role of commitment in bridging the gap between organizational sustainability and environmental sustainability.
Mir, I., & Zaheer, A. (1970). Verification of social impact theory claims in social media context. The Journal of Internet Banking and Commerce, 17(1), 1-15.
Mir, I. A., & Ur REHMAN, K. (2013). Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube. Management & Marketing, 8(4).
Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental consciousness and green purchase behaviour: an empirical study. International Journal of Climate Change Strategies and Management.
Mondéjar-Jiménez, J., Cordente-Rodríguez, M., Meseguer-Santamaría, M., & Gázquez-Abad, J. (2011). Environmental behavior and water saving in Spanish housing. International Journal of Environmental Research, 5(1), 1-10.
Muuli, L. (2017). YouTube’i keskkonnas kasutatavate mõistete ja žanrite definitsioonid.(juh). M. Murumaa-Mengel & A. Siibak. Kodutöö kursusel “Contemporary Issues of Information Age”. Tartu: Tartu Ülikool.
Nathan, M. J., & Walkington, C. (2017). Grounded and embodied mathematical cognition: Promoting mathematical insight and proof using action and language. Cognitive research: principles and implications, 2(1), 1-20.
Nathan, M. J., Walkington, C., Boncoddo, R., Pier, E., Williams, C. C., & Alibali, M. W. (2014). Actions speak louder with words: The roles of action and pedagogical language for grounding mathematical proof. Learning and Instruction, 33, 182-193.
Nunnally, J., & Bernstein, I. (1978). Psychometric theory (3rd ed.). (New York, NY: McGraw-Hill)
Okuah, O., Scholtz, B. M., & Snow, B. (2019). A grounded theory analysis of the techniques used by social media influencers and their potential for influencing the public regarding environmental awareness. In Proceedings of the South African Institute of Computer Scientists and Information Technologists 2019 (pp. 1-10).
Olsson, M., & Lloyd, A. (2017). Being in place: embodied information practices.
Ones, D. S., Wiernik, B. M., Dilchert, S., & Klein, R. (2015). Pro-environmental behavior. In International Encyclopedia of the Social & Behavioral Sciences: Second Edition (pp. 82-88). Elsevier Inc.
Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of consumer Research, 4(2), 102-110.
Park, H. W. (2018). YouTubers’ networking activities during the 2016 South Korea earthquake. Quality & Quantity, 52(3), 1057-1068.
Pohjolainen, P., Tapio, P., Vinnari, M., Jokinen, P., & Räsänen, P. (2016). Consumer consciousness on meat and the environment—Exploring differences. Appetite, 101, 37-45.
Putrevu, S. (2008). Consumer responses toward sexual and nonsexual appeals: The influence of involvement, need for cognition (NFC), and gender. Journal of advertising, 37(2), 57-70.
Quoquab, F., & Mohammad, J. (2020). Cognitive, affective and conative domains of sustainable consumption: Scale development and validation using confirmatory composite analysis. Sustainability, 12(18), 7784.
RAISSA, Y. (2019). Video Narratives in Lifestyle Movements-How Youtubers advocate for sustainable lifestyle Vrije Universiteit Brussel].
Rezaei, M., Shobeiri, S. M., Sarmadi, M. R., & Larijani, M. (2016). The effect of instagram social network usage on the Promotion of environmental Literacy of students. Environmental Sciences, 14(3), 89-106.
Sanchez, M. J., & Lafuente, R. (2010). Defining and measuring environmental consciousness.
Schultz, P. W. (1999). Changing behavior with normative feedback interventions: A field experiment on curbside recycling. Basic and applied social psychology, 21(1), 25-36.
Shrivastava, A., Jain, G., Kamble, S. S., & Belhadi, A. (2021). Sustainability through online renting clothing: Circular fashion fueled by instagram micro-celebrities. Journal of Cleaner Production, 278, 123772.
Sia, A. P., Hungerford, H. R., & Tomera, A. N. (1986). Selected predictors of responsible environmental behavior: An analysis. The Journal of Environmental Education, 17(2), 31-40.
Siemens, J. C., Smith, S., Fisher, D., & Jensen, T. D. (2008). Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product. Journal of targeting, measurement and analysis for marketing, 16(3), 159-168.
Singh, N., & Gupta, K. (2013). Environmental attitude and ecological behaviour of Indian consumers. Social Responsibility Journal.
Smith-Sebasto, N. J., & D'Costa, A. (1995). Designing a Likert-type scale to predict environmentally responsible behavior in undergraduate students: A multistep process. The Journal of Environmental Education, 27(1), 14-20.
Snelson, C. (2011). YouTube across the disciplines: A review of the literature. MERLOT Journal of Online learning and teaching.
Stern, P. (2000). Toward a coherent theory of environmentally significant behavior. Journal of social issues, 56(3), 407-424.
Tabernero, C., & Hernández, B. (2011). Self-efficacy and intrinsic motivation guiding environmental behavior. Environment and Behavior, 43(5), 658-675.
Thelwall, M. (2021). Lifestyle information from YouTube influencers: some consumption patterns. Journal of Documentation.
Trivedi, R. H., Patel, J. D., & Savalia, J. R. (2015). Pro-environmental behaviour, locus of control and willingness to pay for environmental friendly products. Marketing Intelligence & Planning.
Vicente-Molina, M., Fernández-Sainz, A., & Izagirre-Olaizola, J. (2018). Does gender make a difference in pro-environmental behavior? The case of the Basque Country University students. Journal of Cleaner Production, 176, 89-98.
Vähäjylkkä, M., & Lepistö, E.-J. (2017). YouTubers' impact on viewers' buying behavior.
Walker, D., & Dubitsky, T. M. (1994). Why liking matters. Journal of advertising research, 34(3), 9-19.
Walker, M. (2013). Does green management matter for donation intentions? The influence of environmental consciousness and environmental importance. Management Decision.
Yusliza, M. Y., Amirudin, A., Rahadi, R. A., Nik Sarah Athirah, N. A., Ramayah, T., Muhammad, Z., Dal Mas, F., Massaro, M., Saputra, J., & Mokhlis, S. (2020). An investigation of pro-environmental behaviour and sustainable development in Malaysia. Sustainability, 12(17), 7083.
Zelezny, L. C., & Schultz, P. W. (2000). Promoting environmentalism. Journal of social issues, 56(3), 365-372.
Zheng, Y. (2010). Association analysis on pro-environmental behaviors and environmental consciousness in main cities of East Asia. Behaviormetrika, 37(1), 55-69.