Sustainable Consumption and Digital Media in Türkiye: Mediating Role of Ecological Literacy

Abstract

This study aims to fill a significant gap in the literature by examining the mediating role of ecological literacy knowledge (ELK) in the relationship between digital media use (DMU) and sustainable consumption behavior (SCB). Within the scope of the research, 435 valid survey data obtained from individuals aged 18 and over across Türkiye were analyzed. During the data analysis process, the proposed model was tested using Partial Least Squares – Structural Equation Modeling (PLS-SEM). The findings revealed that DMU does not have a direct effect on SCB, but it significantly influences this relationship through ELK. This result indicates that ELK plays a mediating role in the relationship between DMU and SCB. The positive outcomes of DMU in terms of sustainability can be achieved by increasing individuals’ levels of ELK. Accordingly, sustainability policies need to be redesigned to consider the dynamics of digital environments and individuals’ levels of environmental knowledge.