Abstract
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.
