A Step Towards Sustainable Development: Can Electronic Media Fosters Sustainable Consumption Behavior?
Change in climate has deeply affected the entire ecosystem. It is the responsibility of every individual to protect the Earth. With many followers, the main burden can lie with individual competitive bodies, such as the media. In the present era, media is considered a significant influencer; thus, media might engage in stimulating green actions. Hence, the current inquiry is designed to identify process that leads to green action formation by integrating three dimensions: the consumers knowledge, climate change, and perceived behavioral control. Two statistical methods that were used on the dataset were partial least square structural equation modeling and confirmatory factor analysis. The results show that green brands, along with environmental knowledge perceived behavioral control, are strongly and favorably associated with environmental attitude. Further, environmental attitudes are associated with green consumption intention in a favorable yet strong manner, and intention shows a direct and significant relation with green consumption behavior. However, the concern about climate change has a positive but insignificant association. On the other hand, the media moderates all proposed relations except between perceived behavioral control and environmental attitudes.