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Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors
Unformatted Document Text:  TV-Environment 12 Results Predictors of Fact-Based Television Use The regression equations containing the nine predictors of the two forms of factual-based television use (i.e., public affairs and nature documentary) provide a firm understanding of who is turning to these different types of programming (see Table 1). There are three consistent predictors of television public affairs use across the two surveys, age (1999: β = .36; 2000: β = .39), race (1999: β =.07; 2000: β = .08), and environmental concern (1999: β = .05; 2000: β = .09). Those who are older and African American watch more television news when all other factors are held constant. It is important to note that the attitudinal variable of environmental concern is among the strongest predictors of public affairs television use, suggesting that those who are concerned about the potential of harmful environmental consequences turn to television for their news and information. Thus, H1 was confirmed. [Table 1 about here] There are three consistent predictors of nature documentary viewing, age (1999: β = .09; 2000: β = .06), sex (1999: β = -.06; 2000: β = -.08), and environmental concern (1999: β = .06; 2000: β = .11). Those who are older and male turn to this type of programming more often than others, holding all other factors constant. In addition, the environmental attitude variable is a strong and consistent predictor. Those who have a greater concern for the potential harmful effects of the environment tune in to watch nature documentaries more frequently. Thus, H2 was confirmed. Predictors of Fiction-Based Television Use Situation comedy use is predicted consistently by five variables in both surveys: age (1999: β = -.20; 2000: β = .21), population density (1999: β = .04; 2000: β = .05), ideology (1999: β = .07; 2000: β = .10), race (1999: β = - .14; 2000: β = -.09), and environmental concern (1999: β = .04; 2000: β = .05). Those who are older and African- American tend to shy away from the situation comedies that form our index. Those who live in more urban areas, are more liberal, and share a heightened sense of environmental concern turn to this type of programming more often (see Table 2). In response to the first research question, it is notable that environmental concern is a consistent predictor of this form of television use. Although we have introduced an extensive list of variables into the exogenous portion of our models, this relatively weak relationship may be due to one or more variables unaccounted for that simultaneously influence both environmental concern and this form of prime-time television use. 4

Authors: Holbert, R. Lance., Kwak, Nojin. and Shah, Dhavan.
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TV-Environment 12
Results
Predictors of Fact-Based Television Use
The regression equations containing the nine predictors of the two forms of factual-based television use
(i.e., public affairs and nature documentary) provide a firm understanding of who is turning to these different types
of programming (see Table 1). There are three consistent predictors of television public affairs use across the two
surveys, age (1999:
β
= .36; 2000:
β
= .39), race (1999:
β
=.07; 2000:
β
= .08), and environmental concern (1999:
β
= .05; 2000:
β
= .09). Those who are older and African American watch more television news when all other factors
are held constant. It is important to note that the attitudinal variable of environmental concern is among the
strongest predictors of public affairs television use, suggesting that those who are concerned about the potential of
harmful environmental consequences turn to television for their news and information. Thus, H1 was confirmed.
[Table 1 about here]
There are three consistent predictors of nature documentary viewing, age (1999:
β
= .09; 2000:
β
= .06),
sex (1999:
β
= -.06; 2000:
β
= -.08), and environmental concern (1999:
β
= .06; 2000:
β
= .11). Those who are older
and male turn to this type of programming more often than others, holding all other factors constant. In addition, the
environmental attitude variable is a strong and consistent predictor. Those who have a greater concern for the
potential harmful effects of the environment tune in to watch nature documentaries more frequently. Thus, H2 was
confirmed.
Predictors of Fiction-Based Television Use
Situation comedy use is predicted consistently by five variables in both surveys: age (1999:
β
= -.20; 2000:
β
= .21), population density (1999:
β
= .04; 2000:
β
= .05), ideology (1999:
β
= .07; 2000:
β
= .10), race (1999:
β
= -
.14; 2000:
β
= -.09), and environmental concern (1999:
β
= .04; 2000:
β
= .05). Those who are older and African-
American tend to shy away from the situation comedies that form our index. Those who live in more urban areas,
are more liberal, and share a heightened sense of environmental concern turn to this type of programming more
often (see Table 2). In response to the first research question, it is notable that environmental concern is a consistent
predictor of this form of television use. Although we have introduced an extensive list of variables into the
exogenous portion of our models, this relatively weak relationship may be due to one or more variables unaccounted
for that simultaneously influence both environmental concern and this form of prime-time television use.
4


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