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

Abstract

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.