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Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors
Unformatted Document Text:  TV-Environment 9 H5: Nature documentary use will be a unique positive contributor to pro-environmental behaviors, beyond the influence of environmental concern. H6: Public affairs and nature documentary television use will serve as important mediators in the relationship between environmental concern and behaviors. Given the disparate findings associated with past empirical research concerning the relationship between prime-time entertainment television and the environment, the following research questions are presented: RQ1: What are the relationships between environmental concern and various forms of prime-time entertainment television use? RQ2: What are the relationships between various forms of prime-time entertainment television use and pro- environmental behaviors? RQ3: What roles do various forms of prime-time entertainment use play as mediators in the relationship between environmental concern and environmental behaviors? Method Survey Data The data used in this study were collected as part of an annual mail survey, conducted by Market Facts and funded by DDB-Chicago, an international marketing communications company. In an effort to achieve a balanced final sample, a starting sample of approximately 5,000 mail panelists is adjusted within the subcategories of race, gender, and marital status to compensate for expected differences in return rates (1999, N=3,388, response rate = 67.8%; 2000, N = 3,122, response rate = 62.4%). Weights are then applied to each respondent to match the demographic make-up of the population (Putnam & Yonish, 1999). This process allows the sample to approximate actual distributions within the Census for income, population density, age, and household size (Groeneman, 1994). All question wordings are identical across the two data sets. Measures Endogenous variables. First, we constructed our criterion variable of pro-environmental behaviors. This variable consists of three items, each measured on a six-point scale from “I definitely disagree” to “I definitely agree.” Each respondent was asked to respond to the following three statements: “I make a special effort to look for products that are energy efficient”; “I try to buy products that use recycled packaging”; “I make a strong effort to

Authors: Holbert, R. Lance., Kwak, Nojin. and Shah, Dhavan.
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TV-Environment 9
H5: Nature documentary use will be a unique positive contributor to pro-environmental behaviors, beyond
the influence of environmental concern.
H6: Public affairs and nature documentary television use will serve as important mediators in the
relationship between environmental concern and behaviors.
Given the disparate findings associated with past empirical research concerning the relationship between
prime-time entertainment television and the environment, the following research questions are presented:
RQ1: What are the relationships between environmental concern and various forms of prime-time
entertainment television use?
RQ2: What are the relationships between various forms of prime-time entertainment television use and pro-
environmental behaviors?
RQ3: What roles do various forms of prime-time entertainment use play as mediators in the relationship
between environmental concern and environmental behaviors?
Method
Survey Data
The data used in this study were collected as part of an annual mail survey, conducted by Market Facts and
funded by DDB-Chicago, an international marketing communications company. In an effort to achieve a balanced
final sample, a starting sample of approximately 5,000 mail panelists is adjusted within the subcategories of race,
gender, and marital status to compensate for expected differences in return rates (1999, N=3,388, response rate =
67.8%; 2000, N = 3,122, response rate = 62.4%). Weights are then applied to each respondent to match the
demographic make-up of the population (Putnam & Yonish, 1999). This process allows the sample to approximate
actual distributions within the Census for income, population density, age, and household size (Groeneman, 1994).
All question wordings are identical across the two data sets.
Measures
Endogenous variables. First, we constructed our criterion variable of pro-environmental behaviors. This
variable consists of three items, each measured on a six-point scale from “I definitely disagree” to “I definitely
agree.” Each respondent was asked to respond to the following three statements: “I make a special effort to look for
products that are energy efficient”; “I try to buy products that use recycled packaging”; “I make a strong effort to


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