Communication Management in Sport Media

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Modeling the Effect of Media Consumption on Pro-Environmental Behavior with the Mediating Role of Environmental Awareness of Sports Science Students

Document Type : Research Paper

Authors

1 Assistant Professor in Sport Management, Department of Sport Sciences, Faculty of Educational Sciences and Psychology, University of Sistan and Baluchestan, Zahedan, Iran.

2 Ph.D. of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.

3 Assistant Professor of Sport Management, Department of Sport Sciences, Branch Shiraz, Islamic Azad University, Shiraz, Iran.

Abstract

The present study aimed to explore the impact of media consumption on pro-environmental behavior, with a focus on the mediating role of environmental awareness among sports science students in Sistan and Baluchestan province. The research method employed was of a descriptive-survey nature, with the statistical population comprising all sports science students in the province. A sample of 271 students was selected using the cluster sampling method. The data collection instruments included the standard media consumption questionnaire developed by Mahmoudian et al. (2015), the environmental awareness questionnaire by Si et al. (2022), and the pro-environmental behavior questionnaire designed by Van and Dave (2022). Face and content validity checks were utilized to ensure the questionnaires' validity. The data was analyzed using structural equation modeling with Lisrel software, confirming the suitability of the proposed model. The results revealed positive and direct effects of media consumption and environmental awareness on pro-environmental behavior. Additionally, the study demonstrated the positive and indirect impact of media consumption on pro-environmental behavior through environmental awareness among sports science students. Based on the findings, enhancing and promoting environmental awareness through the utilization of social and national media platforms emerges as a persuasive approach to encourage students to engage in extra-role behaviors for pro-environmental conduct.

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References
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Communication Management in Sport Media
Volume 11, Issue 2 - Serial Number 42
January 2023
Pages 77-92
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History
  • Receive Date: 16 August 2023
  • Revise Date: 28 August 2023
  • Accept Date: 30 October 2023
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