Role of Media in enhancing Pro-Environmental Knowledge, Attitude and Behavior
Keywords:KAP Model, Pro-Environment, Social Media, Traditional Media
Pakistan is facing a multitude of problems but environmental challenges are amongst the most pressing issues facing the country. In this situation, it is imperative that the youth of the country should know how to face these challenges. The aim of the present research was to explore the levels of pro-environmental knowledge, attitude, and behavior amongst the youth as well as focusing on the impact of media in this regard. The research adopted a quantitative survey method and data from 476 male and female university students residing in Islamabad was analyzed. Findings of the study revealed that although the educated youth possessed considerable knowledge about the environment, yet this knowledge was not turning into actions and the levels of pro-environmental behavior were significantly below par. With regard to the role of media it was observed that the influence of traditional media was significantly lower than social media which was found to have an influence on the attitude and behaviour of the youth. Further, findings also showed that although there was no difference between males and females in the levels of knowledge, however with regard to adopting pro-environmental attitude and behavior, females were found to be significantly ahead of the males.
Abstract Views: 111
PDF Downloads: 378
How to Cite
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
ORIENTS SOCIAL RESEARCH CONSULTANCY (OSRC) & Journal of Development and Social Sciences (JDSS) adheres to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in JDSS agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International license). Under this license, the authors published in JDSS retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of JDSS are required to cite author(s) and publisher in their work. Therefore, ORIENTS SOCIAL RESEARCH CONSULTANCY (OSRC) & Journal of Development and Social Sciences (JDSS) follow an Open Access Policy for copyright and licensing.