Chapter Three takes a deeper look at the potential influence that opinion leaders may
have in encouraging behavior change. The study considers predictors of perceived selfefficacy among opinion leaders and, in turn, examines the relationship between self-efficacy and likelihood to participate in leadership activities. In a sense, this chapter applies the theory of planned behavior to behavioral trends among opinion leaders. The findings of this study indicate that mass media have very different effects on bait vendors' perceived efficacy and participation, often having negative impacts on perceptions and behaviors. Additionally, the results show a positive relationship between self-efficacy and participation. These findings not only highlight the various roles that opinion leaders play in advocating environmental behaviors, but methods for the utilization of these groups in future campaigns focused on promoting prevention messages and activities are discussed.