Analysis of the Relationship between Watching TV and Increasing Environmental Literacy Based on the Three Dimensions of Knowledge, Attitude, and Behavior(Case Study: Tehran Citizens)

Today, environmental issues are one of the serious problems of societies and human beings can be effective in protecting it with awareness. Television as an attractive medium can be effective in raising awareness. This study aimed to analyze the relationship between watching TV and increasing environmental literacy based on the 3 dimensions of knowledge, attitude, and behavior. This research was a survey in terms of nature and method. Its statistical population included the citizens of Tehran. The sample size was determined to consist of 384 people by using Cochran's formula, which was done by the two-stage cluster sampling. A researcher-made questionnaire was used to collect the data and SPSS22 software was applied to analyze them. The questionnaire validity was evaluated in a formal way and its reliability was determined at the knowledge, attitude, and behavior levels of 0.91, 0.84, and 0.78 by using "Cronbach's alpha coefficient", respectively. Pearson’s correlation test was used to analyze the data. The findings showed that 62% of the respondents were aware of television. The values of the correlation coefficient for the dimensions of knowledge, attitude, behavior, and environmental literacy were respectively 0.648, 0.679, 0.599, and 0.694, which confirmed the existence of a significant relationship between them. This meant that watching TV had a significant relationship with the acquisition of knowledge, attitude, and behavior. In general, watching TV explained strengthening of environmental literacy. To achieve a better result, it is expected that the national media make the necessary policies to strengthen environmental knowledge, attitude, and behavior.