Applying the Theory of Planned Behavior and Media Dependency Theory: Predictors of Public Pro-environmental Behavioral Intentions in Singapore

Abstract

Applying the theory of planned behavior and media dependency theory, this study examines the effects of attitude, subjective norms, perceived behavioral control (PBC), media dependency, traditional media attention, Internet attention, and interpersonal communication on two types of pro-environmental behaviors (PEBs)—green-buying and environmental civic engagement. Regression analysis of a nationally representative survey of adult Singaporeans (N = 1168) indicated that attitude, PBC, media dependency, traditional media attention, and interpersonal communication were positively associated with green-buying. Notably, traditional media attention, as well as interpersonal communication, moderated the influence of media dependency on green-buying behavior. In addition, attitude, descriptive norms, media dependency, Internet attention, and interpersonal communication positively predicted environmental civic engagement. Findings suggest the importance of communication factors in the adoption of the two PEBs.

Keywords:

• theory of planned behavior
• pro-environmental behavior
• media dependency
• media attention
• Internet
• interpersonal communication

Notes

1. Our sample demographics are similar in terms of age and education to the characteristics of the 2010 Singapore population census (DOS, 2011). The median age in our sample was 39 years as compared to 37.4 years in the census. The median education level attained in the census was secondary education while the median education level of our respondents was “A-Level.” There were some differences in the variables of gender and household income. Female respondents in our sample (56.8%) were slightly overrepresented as compared to the census (50.6%). The median household income reported in the Singapore census was $5000, but “$3001 to $4000” among our respondents. These differences are not of major concern, as we will be treating them as control variables in our study.

2. Education levels were 1 = “No formal education,” 2 = “Primary 6 or below,” 3 = “Some secondary education,” 4 = “N-Level/ITE,” 5 = “O-Level,” 6 = “A-Level,” 7 = “Diploma,” 8 = “Degree,” and 9 = “Postgraduate.” A-Level is roughly equivalent to an associate's degree in the USA.