How Does Ant Forest Influence Low Carbon Consumption Behavior: An Analysis Based on the S-O-R Model

As environmental problems continue to worsen, new ways need to be found to stimulate people to be proactive in protecting the environment and engage in low-carbon behaviors. The use of eco-friendly apps may become a powerful tool for promoting offline environmental activities and encouraging low-carbon consumption behavior. Using survey data from 298 Ant Forest app users and based on the theory of consumption value, this study applies the S-O-R model and uses structural equation modeling (SEM) to explore the impact of Ant Forest usage on consumers’ low-carbon behavior. Our research shows that Ant Forest usage enhances users’ low carbon purchase behavior and habitual low carbon consumption behavior. Epistemic, emotional, and social values play mediating roles in the usage and low-carbon consumption behaviors of Ant Forest users. When users feel the epistemic, emotional, and social values of using Ant Forest, they are more willing to engage in low-carbon consumption behavior. Herd mentality serves as a moderating variable that amplifies Ant Forest users’ sense of experience, enabling them to derive more epistemic and social value from using Ant Forest. Ant Forest’s online games and offline environmental activities help users develop low-carbon consumption habits, and this is worth promoting and replicating.