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Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors
Unformatted Document Text:  TV-Environment 15 words, use of public affairs television by African-Americans serves to weaken the negative direct effect of being African American on taking part in environmental activities. This finding reveals that television news may provide African Americans with information and resources that encourage being environmentally conscious in one’s daily routine. In contrast with this mediated relationship, females are more likely to take part in pro-environmental behaviors. However, they are less likely to watch nature documentaries, which has a positive influence on the criterion variable. Thus, the negative indirect effect of sex through nature shows runs counter to the positive direct effect of this variable on pro-environmental behaviors. In short, some of the indirect effects that are created by factual-based television use acting as mediators can serve to enhance the direct effect of an exogenous variable on pro-environmental behaviors, while in other instances the indirect effects run counter to the significant direct effects that exist in the model. The mediating relationships of greatest interest to this study are those that exist between the attitudinal measure of environmental concern and pro-environmental behaviors. Environmental concern is a strong positive predictor of both public affairs television and nature show use across both surveys. These paths, in tandem with the positive influences of both of these forms of factual-based television use on the criterion variable, create a strong set of positive indirect effects of environmental concern on pro-environmental behaviors. This confirms H6. These indirect effects reinforce the already substantial positive direct effect of this attitudinal measure on to the behavioral measure. Thus, public affairs and nature show use not only have positive direct effects on pro-environmental behaviors, but they serve as important mediators between environmental attitudes and behaviors to create a strong total positive effect of the former on the latter. This is an important set of effects that detail an additional role played by factual-based television use beyond the study of direct effects (Authors, 2002). Discussion There is a clear differentiation between the direct effects of factual- versus fictional-based television use on pro-environmental behaviors, with factual-based television use (i.e., public affairs and nature-based programming) being a significant positive predictor of the criterion variable. The use of television news, even with its episodic and overly dramatic coverage of the environment, has a positive influence in creating a greater desire within individuals to recycle, purchase products that are environmentally friendly, and being more energy efficient in their daily

Authors: Holbert, R. Lance., Kwak, Nojin. and Shah, Dhavan.
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TV-Environment 15
words, use of public affairs television by African-Americans serves to weaken the negative direct effect of being
African American on taking part in environmental activities. This finding reveals that television news may provide
African Americans with information and resources that encourage being environmentally conscious in one’s daily
routine.
In contrast with this mediated relationship, females are more likely to take part in pro-environmental
behaviors. However, they are less likely to watch nature documentaries, which has a positive influence on the
criterion variable. Thus, the negative indirect effect of sex through nature shows runs counter to the positive direct
effect of this variable on pro-environmental behaviors. In short, some of the indirect effects that are created by
factual-based television use acting as mediators can serve to enhance the direct effect of an exogenous variable on
pro-environmental behaviors, while in other instances the indirect effects run counter to the significant direct effects
that exist in the model.
The mediating relationships of greatest interest to this study are those that exist between the attitudinal
measure of environmental concern and pro-environmental behaviors. Environmental concern is a strong positive
predictor of both public affairs television and nature show use across both surveys. These paths, in tandem with the
positive influences of both of these forms of factual-based television use on the criterion variable, create a strong set
of positive indirect effects of environmental concern on pro-environmental behaviors. This confirms H6. These
indirect effects reinforce the already substantial positive direct effect of this attitudinal measure on to the behavioral
measure. Thus, public affairs and nature show use not only have positive direct effects on pro-environmental
behaviors, but they serve as important mediators between environmental attitudes and behaviors to create a strong
total positive effect of the former on the latter. This is an important set of effects that detail an additional role played
by factual-based television use beyond the study of direct effects (Authors, 2002).
Discussion
There is a clear differentiation between the direct effects of factual- versus fictional-based television use on
pro-environmental behaviors, with factual-based television use (i.e., public affairs and nature-based programming)
being a significant positive predictor of the criterion variable. The use of television news, even with its episodic and
overly dramatic coverage of the environment, has a positive influence in creating a greater desire within individuals
to recycle, purchase products that are environmentally friendly, and being more energy efficient in their daily


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