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Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors
Unformatted Document Text:  TV-Environment 2 Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors: Integrating Models of Media Consumption and Effects Abstract This study merges insights from extant cultivation research with a media uses and gratifications perspective to examine the relationship between environmental concern, five forms of television viewing, and pro-environmental behaviors. In doing so, we consider a host of variables, including environmental attitudes, that are exogenous to television use and environmental behaviors and may motivate certain viewing patterns and social actions. Thus, the perspective advanced by this research considers both the direct effects of various forms of television viewing and their potential mediating roles in the relationship between environmental attitudes and behaviors. Analysis of the 1999 and 2000 DDB Life Style Study data reveals that television public affairs and nature documentary use, the two genres of programming that give tangible and visible form to abstract environmental issues, are predicted by environmental concern and contribute to pro-environmental behaviors, whereas the three forms of entertainment television use are not consistently linked to these variables. Public affairs and nature documentary use were also found to be important mediators of the effects of other exogenous variables on pro-environmental behaviors. Implications for future research are discussed.

Authors: Holbert, R. Lance., Kwak, Nojin. and Shah, Dhavan.
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TV-Environment 2
Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors:
Integrating Models of Media Consumption and Effects
Abstract
This study merges insights from extant cultivation research with a media uses and gratifications perspective to
examine the relationship between environmental concern, five forms of television viewing, and pro-environmental
behaviors. In doing so, we consider a host of variables, including environmental attitudes, that are exogenous to
television use and environmental behaviors and may motivate certain viewing patterns and social actions. Thus, the
perspective advanced by this research considers both the direct effects of various forms of television viewing and
their potential mediating roles in the relationship between environmental attitudes and behaviors. Analysis of the
1999 and 2000 DDB Life Style Study data reveals that television public affairs and nature documentary use, the two
genres of programming that give tangible and visible form to abstract environmental issues, are predicted by
environmental concern and contribute to pro-environmental behaviors, whereas the three forms of entertainment
television use are not consistently linked to these variables. Public affairs and nature documentary use were also
found to be important mediators of the effects of other exogenous variables on pro-environmental behaviors.
Implications for future research are discussed.


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