Unraveling the nexus: exploring the interplay of mass media, personality traits and social norms in fostering protective behavior against smog

Abstract

Purpose The rise in industrialization, economic development and urbanization has altered the composition of atmospheric air. Air pollutants have significantly impacted Pakistan's urban areas, resulting in the lowest air quality index readings. To understand disinclined behavior such as using air purifiers and wearing masks, this study aims to explore the relationship between individual personality traits and mass media effects. Design/methodology/approach This study used a cross-sectional survey with a model based on previous theories. Data from 2,000 adults were self-administered and analyzed using partial least squares structural equation modeling (PLS-SEM). Findings PLS-SEM confirmed six hypotheses, revealing mass media's direct and mediating roles in promoting critical psychological perceptions for protective behavior. The empirical results indicate that neuroticism, agreeableness and openness traits reinforce adherence behavior by intensifying threat perception. Practical implications This paper highlights significant implications for media campaign planners and provides more precise and comprehensive theoretical guidance. In the context of environmental challenges like smog, the findings illustrate how an understanding of personality traits can improve the efficacy of public health interventions through adherence to behaviors like mask-wearing and air purifier use. Addressing individual psychological characteristics when creating mass media campaigns to encourage public adherence to health protection measures related to environmental hazards. Originality/value Despite health campaigns and awareness, public compliance with measures like mask-wearing and air purifier use remains minimal. This study explores untapped mass media effects based on individual personality traits to understand this behavior.