Media use, environmental beliefs, self-efficacy, and pro-environmental behavior

Global warming poses a major challenge to humankind. To mitigate this phenomenon, identifying factors affecting individuals' pro-environmental behavior is critical. This study uses a synthetic model to examine the effects of global warming media use on environmental actions. The results from a national survey in Taiwan demonstrate that individuals rely on the media (television, newspapers and the Internet) to acquire information about global warming. Individuals' exposure and attention to global warming media coverage have positive direct effects on three types of pro-environmental behavior, including accommodating, promotional and proactive behavior. Environmental beliefs and self-efficacy also have indirect effects on all types of environmental behavior through media use. These findings reveal the vital function of global warming media use on people's environmental behavior. Governments and organizations can use the media as promotional tools and actively market mitigation policies and efforts through various media channels to induce more environmental actions by individuals.