Media-driven Climate Literacy and Adaptive Behaviour among Rural Women: Evidence from Structural Equation Modelling

Abstract

Objectives: This study examined the influence of traditional and digital media information sources on climate change knowledge, risk perception, and adaptive behaviour among rural women in five climate-sensitive districts of Tamil Nadu using Structural Equation Modelling (SEM).

Methods: A descriptive cross-sectional survey was conducted among 982 rural women selected through stratified random sampling. Data were collected using a structured bilingual questionnaire and analysed using descriptive statistics, reliability analysis, Pearson's correlation, Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM).

Findings: Television remained the dominant source of climate-related information, while digital media complemented traditional communication channels. The measurement and structural models showed satisfactory fit (measurement model: CFI = 0.919, RMSEA = 0.037; structural model: CFI = 0.924, RMSEA = 0.036). Media exposure significantly influenced climate change knowledge (β = 0.576) and risk perception (β = 0.258), whereas climate change knowledge was the strongest predictor of adaptive behaviour (β = 0.371). The direct effect of risk perception on adaptive behaviour was not statistically significant. Overall, media-driven climate literacy enhanced adaptive behaviour and strengthened climate resilience among rural women.

Novelty: This study integrates traditional and digital media exposure, climate change knowledge, risk perception, and adaptive behaviour within a unified SEM framework among rural women in climate-sensitive districts of Tamil Nadu. The findings provide empirical evidence to support climate communication, gender-responsive adaptation policies, and community-based resilience programmes.