Uses and Gratifications of and Exposure to Nature 2.0 and Associated Interdependence With Nature and Pro-Environmental Behavior

Abstract

New media studies have begun to take environmental topics into consideration. However, there has been little research that explores the origins of human psychological needs that motivate people to get exposed to nature on the Internet and gain satisfaction via social media uses related to nature. This study intended to investigate the uses and gratifications of and exposure to “nature 2.0” (a nature that is humanly created on Web 2.0) and the associated interdependence with nature and pro-environmental behavior. The results found that the needs to affiliate with nature 2.0 can be satisfied through functional, relational, and emotional gratifications. Exposure to nature 2.0 was associated with commitment to nature and pro-environmental self-reported behavior. Functional gratification was correlated with pro-environmental behavior, while relational and emotional gratifications were related to interdependence with nature.