Motivators of Pro-Environmental Behavior: Examining the Underlying Processes in the Influence of Presumed Media Influence Model

  • Liao Y
  • Ho S
  • Yang X
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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.

Author-supplied keywords

  • descriptive norms
  • environmental communication
  • influence of presumed media influence
  • injunctive norms
  • pro-environmental behavior
  • subjective norms

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  • Youqing Liao

  • Shirley S. Ho

  • Xiaodong Yang

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