This dissertation examines influence at three distinct levels: at the mass, group, and
individual levels. Chapter Two focuses on the role that mass media may play in encouraging
environmental behavior change at the public level. Analyzing data from a statewide survey,
this chapter applies concepts from the theory of planned behavior to understand what factors
influence environmental behavior change. The results indicate that media are not only
influential in encouraging change, but that an integrated marketing approach that considers
the intrinsic and extrinsic motivations of the target audience is best suited for encouraging
preventative environmental behaviors in the public.