Motivators of pro-environmental behavior : examining the underlying processes in the influence of presumed media influence model

• Main Authors: Liao, Youqing, Ho, Shirley S., Yang, Xiaodong
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2020
• Subjects: Social sciences::Communication; Influence of Presumed Media Influence; Environmental Communication
• Online Access: https://hdl.handle.net/10356/139503
• Institution: Nanyang Technological University

Extending the influence of presumed media influence model, this study examined direct and indirect media influences on pro-environmental behavioral intentions. We empirically tested perceived media influence on others as a distinct and independent mediator between perceived media exposure of others and perceived social norms, using a nationally representative sample of 1,144 Singaporeans. Using structural equation modeling, influence of presumed media influence accounted for direct and indirect media effects on attitudes, social norms, and pro-environmental behavioral intentions. Perceived media influence on others was associated with behavioral intentions. Attitudes, descriptive, and subjective norms accounted further for this relationship. Theoretical and practical implications were discussed.