The Impact of Climate Change Coverage on Public Adherence towards Health Threat: An Empirical Validation of the Health Belief Model

  • Moneeba Iftikhar PhD Scholar, Centre for Media & Communication Studies, University of Gujrat
  • Dr. Muhammad Yousaf Assistant Professor, Centre for Media & Communication Studies, University of Gujrat
Keywords: Health Belief Model, Empirical Validation, Health Threat, Public Adherence, Perceived Benefits, Climate Change


Owing to the emerging challenge of smog and the controversies over its causes and solution, the current study seeks to find out the influence of media messages on health-related behavior and the mediating role of the threat perception and perceived benefits towards health-related behaviors in Pakistan. A cross-sectional research design vis-à-vis survey method was used to investigate the influence of media, perceived threat, and perceived benefits on the health-related behaviors of the public. For this purpose, a survey was conducted in Lahore (including urban, peri-urban areas) using a close-ended questionnaire. A sample of 232 respondents was obtained. Data were analyzed Smart with PLS software to examine the media influence on smog-related health behavior. The findings indicated that media positively influence the smog-related health behavior of the public. It was found that the relationship between media and smog-related health behavior is interceded by perceived benefits and perceived threats. Furthermore, perceived threats were found to be a stronger predictor in determining the media and smog-related health behaviors. The implications of the findings are discussed.