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Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors: Integrating Models of Media Consumption and Effects

This study merges insights from cultivation and uses and gratifications to examine the relationship between environmental concern, five forms of television viewing, and pro-environmental behaviors. This research considers both the direct effects of various forms of television viewing and their potential mediating roles in the relationship between environmental attitudes and behaviors. Analysis of 7999 and 2000 DDB Life Style Study data reveals that television news and nature documentary use are predicted by environmental concern and contribute to pro-environmental behaviors, whereas three forms o f entertainment television use are not consistently linked to these variables. Implications for future research are discussed.