School of Journalism and Communication, Shandong University, Jinan 250100, China.
School of Communication and Design, Sun Yat-sen University, Guangzhou 510006, China.
Int J Environ Res Public Health. 2020 Mar 30;17(7):2314. doi: 10.3390/ijerph17072314.
This study extends the theory of planned behavior by taking communication factors into account to examine the determinants of pro-environmental behavioral intention in haze mitigation. Unlike other theory of planned behavior (TPB) extension studies, we shift the focus of inquiry from examining the mediating role of TPB variables to investigating the moderating role in promoting pro-environmental behavior. Using an online survey in China, the results indicated that attitude, subjective norms, perceived behavioral control, and attention to haze-related efficacy messages were positively associated with pro-environmental behavioral intention. Notably, attention to haze-related threat messages had no significant relationship with behavioral intention. Moreover, moderation analyses revealed that the interaction effects between attention to efficacy messages and attention to threat messages on behavioral intention vary among people with different attitude, subjective norms, and perceived behavioral control. Theoretically, this study contributes to the literature of the TPB by analyzing its moderating role in promoting behavior change. Findings from this study suggest the importance of disseminating distinctive media messages to audiences with different personality traits, which is beneficial for practitioners to tailor specific messages in environmental campaigns.
本研究通过考虑沟通因素，将计划行为理论扩展到考察减轻雾霾中的亲环境行为意向的决定因素。与其他计划行为理论 (TPB) 的扩展研究不同，我们将研究重点从检验 TPB 变量的中介作用转移到调查促进亲环境行为的调节作用。通过在中国进行的一项在线调查，结果表明，态度、主观规范、感知行为控制以及对与雾霾相关的效能信息的关注与亲环境行为意向呈正相关。值得注意的是，对与雾霾相关的威胁信息的关注与行为意向之间没有显著关系。此外，调节分析表明，对效能信息和威胁信息的关注对行为意向的交互作用在具有不同态度、主观规范和感知行为控制的人群中存在差异。从理论上讲，本研究通过分析其在促进行为改变方面的调节作用，为 TPB 的文献做出了贡献。本研究的结果表明，向具有不同个性特征的受众传播有区别的媒体信息的重要性，这有利于从业者在环境宣传活动中定制特定的信息。
