Abstract

With the widespread adoption of short-video platforms, travel-related content has played an increasingly critical role in shaping public environmental awareness and guiding environmental behavioral decisions. Existing research has mostly been confined to the analysis of single video modalities, lacking a systematic investigation into the communication effects of green content from a multimodal perspective. Taking travel videos on social media platforms as the research object, this study constructs a multimodal evaluation system for green expression, quantitatively characterizes video, audio and textual features, and explores their influencing mechanisms on user preferences. Supported by relevant theories, this study introduces creator influence as a moderating variable and establishes a model depicting the relationship between multimodal green expression and user preference. The results show that textual elements significantly and positively promote user preferences, whereas audio and visual elements exert negative impacts—a finding that stands in sharp contrast to conventional intuitive judgments. The study also verifies the existence of reverse effects and diminishing marginal returns in the communication of green content, and that creator influence plays a significant moderating role in the effectiveness of multimodal green expression. This indicates that green expression faces the dual paradoxes of information overload and perceived authenticity during communication, with its overall communication effect exhibiting a trend of diminishing returns.

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