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This study develops a model of direct association of exposure to environmental media content, and indirect association through environmental attitude and environmental efficacy, with pro-environmental behaviors. It also considers secondary media roles of exposure to general news media and involvement in mediated civic activism. The model and hypotheses are tested through Hayes Process mediation models, using secondary, cross-sectional survey data from 11,000 respondents across 11 countries. The model is well-supported overall and within countries, and the secondary media variables have generally consistent effects within countries. Socio-demographic covariates have varying relationships with environmental attitude, environmental efficacy, and pro-environmental behaviors, overall, and within countries. In line with social cognitive theory, these results suggest that media use related to environmental issues does not have to raise individuals’ pro-environmental attitude or efficacy (though it does) to increase engagement in pro-environmental behavior.

Media Use, Environmental Mediators, and Pro-environmental Behaviors across and within Countries