Decoding the Impact of Digital Media on Climate Health and Smog Solutions in Pakistan : Adherent Health Behaviours and Mediating Factors

Abstract

Smog poses many challenges in South Asia, especially in Pakistan, where poor air quality is prevalent, undeniably so in the city of Lahore, which ranks among the top three cities for the worst smog-affected air quality index. Our study aims to explore the role of digital media, which is now the dominant platform compared with conventional media, in shaping smog-related adherent health behaviors. We developed a conceptual framework based on the literature to examine the direct relationship between digital media and adherent behavior, with the mediating effects of subjective norms, personality traits, and environmental concerns examined among the residents of Lahore. A sample size of 2,000 individuals ages 18 to 60 years was selected from this metropolitan city using convenience sampling. Our study findings reveal a significant relationship between digital media and adherence behavior and identify key mediating factors and their significant relationships. We developed useful conclusions for future designs, highlighting the significant role of media in shaping tailored strategies for public engagement in climate resilience and environmental behavior. We emphasize the urgency of our study in addressing the relevant findings, offering practical recommendations, and outlining social and theoretical implications for enhancing environmental conservation efforts and measuring public response to media influence in Pakistan.