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

Saeid Karimi, Genovaitė Liobikienė, Heshmatollah Saadi and Fatemeh Sepahvand
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Saeid Karimi: Department of Agricultural Extension and Education, Faculty of Agriculture, Bu-Ali Sina University, Hamedan 65178 33131, Iran
Genovaitė Liobikienė: Research Institute for Bioeconomy, Vytautas Magnus University, Universiteto St. 10-428, LT-53361 Akademija, Kaunas District, Lithuania
Heshmatollah Saadi: Department of Agricultural Extension and Education, Faculty of Agriculture, Bu-Ali Sina University, Hamedan 65178 33131, Iran
Fatemeh Sepahvand: Department of Agricultural Extension and Education, Faculty of Agriculture, Bu-Ali Sina University, Hamedan 65178 33131, Iran

Sustainability, 2021, vol. 13, issue 15, 1-19

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.

Keywords: pro-environmental behaviors; theory of planned behavior; media use; environmental knowledge; Iran (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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