Department of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran.
Department of Agricultural Economics and Rural Development, Lorestan University, Khorramabad, Iran.
Sci Rep. 2024 Aug 13;14(1):18831. doi: 10.1038/s41598-024-69627-6.
Household food consumption is a major driver of environmental impacts globally. Promoting sustainable consumption practices is crucial for addressing the challenges of resource depletion, food waste, and climate change. This study investigates the role of media literacy in fostering sustainable consumption awareness and behavior. A total of 432 Iranian consumers participated in the study by completing an online structured questionnaire. The data was analyzed using partial least squares structural equation modeling (PLS-SEM), revealing that the different aspects of media literacy, including usage, accessibility, content generation, and critical understanding, accounted for 93% of the variance in sustainable consumption awareness. Additionally, these factors explained 51% of the variance in sustainable consumption intention. The combined influences of sustainable consumption awareness and intention accounted for 87% of the variance in sustainable consumption behavior. To promote sustainable consumption, it is recommended to establish dedicated networks and channels that focus on delivering sustainable and healthy consumption content. Furthermore, organizing programs featuring environmental experts and interactive platforms, such as question-and-answer panels, can enhance critical understanding among media-literate audiences and contribute to the adoption of more sustainable consumption practices.
家庭食品消费是全球环境影响的主要驱动因素。推广可持续消费实践对于应对资源枯竭、食物浪费和气候变化的挑战至关重要。本研究调查了媒体素养在培养可持续消费意识和行为方面的作用。共有 432 名伊朗消费者通过完成在线结构化问卷参与了这项研究。使用偏最小二乘结构方程建模（PLS-SEM）对数据进行了分析，结果表明，媒体素养的不同方面，包括使用、可及性、内容生成和批判性理解，占可持续消费意识方差的 93%。此外，这些因素解释了可持续消费意愿方差的 51%。可持续消费意识和意愿的综合影响占可持续消费行为方差的 87%。为了促进可持续消费，建议建立专门的网络和渠道，专注于提供可持续和健康的消费内容。此外，组织具有环境专家和互动平台（如问答小组）的节目可以增强媒体素养受众的批判性理解，并有助于采用更可持续的消费实践。
