The Influence of Media Usage on Iranian Students’ Pro-Environmental Behaviors: An Application of the Extended Theory of Planned Behavior

Abstract

The current study attempted to understand factors influencing students’ pro-environmental intentions and behaviors in a developing nation, namely Iran. To do so, a theoretical research model was established by adding media use and environmental knowledge into the theory of planned behavior (TPB). Data were collected using a self-administered questionnaire survey from a sample of 327 Iranian students and analyzed with the help of partial least squares structural equation modeling (PLS-SEM). The results supported the applicability of including additional constructs in the TPB, as it has improved the predictive utility of the proposed model. The results indicated that perceived behavioral control, subjective norms, and environmental knowledge were positively associated with pro-environmental intentions. Furthermore, pro-environmental intentions, perceived behavioral control, and environmental knowledge were related to pro-environmental behaviors. Perceived behavioral control and environmental knowledge were also indirectly related to pro-environmental behaviors through pro-environmental intentions. Notably, media use was directly related to pro-environmental behaviors and indirectly related to pro-environmental intentions through perceived behavioral control and environmental knowledge. The theoretical and practical implications of the findings are highlighted.