The Effect of Media and Socialization on Urban Environmental Behaviors,Case Study: Sari and Joybar Cities

The present study investigates the effect of media use  and socialization on environmental behaviors in the cities of Sari and Joibar. The research was descriptive-analytical which was conducted using a survey method. The statistical population was people over 18 years old in Sari and Joibar cities in Mazandaran province. Using the Cochran sample size determination formula, 400 people were determined as the sample size. Multi-stage cluster sampling method was used to select the samples. The data collection tool was a researcher-made questionnaire with variables derived from Inglehart's theory of values, the pattern of environmental behavior of Kalmus and Ajigman as a theoretical framework. SPSS software was used to analyze the data. The validity of the instrument was confirmed by face validity and the reliability of the instrument was confirmed by Cronbach's alpha test  with a coefficient above 0.8. According to the results, environmental behavior in the samples had a high average. There was a significant relationship between sociability and environmental behavior. Also, sociability has a significantand positive relationship with the four dimensions of environmental behavior (energy consumption behavior, environmental protection behavior, environmental behavior in travel and environmental purchasing pattern) and environmental advertising and media use only with the dimension of environmental purchasing pattern. It has a significant relationship. Independent variables explain 20% of the variance of environmental behavior. The novelty of the present study is the use of a comparative study of environmental behaviors between the two cities of Sari and Joibar with a quantitative method.