Environmental knowledge inequality is a barrier to address environmental issues. This study explores the role of media use in environmental knowledge gap in China, and the empirical evidence is analyzed by using the secondary data from Chinese General Social Survey. OLS regression and heterogeneity analysis revealed that internet use increases environmental knowledge gap; radio use reduces environmental knowledge gap between people with higher and lower levels of education. Newspaper and television use have limited influence on environmental knowledge acquisition. However, newspapers and television are more beneficial for people with lower levels of education, but not those with higher levels.

In the last few years more and more Chinese Internet users are turning to paid digital content for educational and professional guidance. Drawing on the MAIN model and the social impact theory, this study examines how bandwagon cues of the content product and professional backgrounds of the content provider impact consumer trust and purchase intention. In a 2 ´ 2 between-subject factorial design, participants viewed a introduction interface of a online content product depicting high and low levels of bandwagon cue and source expertise. Our study suggests that bandwagon cues indirectly affect consumer purchase intention, mediated by consumer trust, and that the effect is contingent upon the content provider having a high level of expertise. Managerial implications are also provided based on the empirical results.