This paper developed a mathematical model for the coupled heat and mass transfer in porous media based on the fractal characters of the pore size distribution. According to Darcy's law and Hagen-Poiseuille's law for liquid flows, the diffusion coefficient of the liquid water, a function of fractal dimension, is obtained theoretically. The liquid flow affected by the surface tension and the gravity, the water vapor sorption/desorption by fibers, the diffusion of the water vapor and the phase changes are all taken into account in this model. With specification of initial and boundary conditions, distributions of water vapor concentration in void spaces, volume fraction of liquid water, distribution of water molecular content in fibers and temperature changes in porous fibrous media are obtained numerically. Effects of porosity of porous fibrous media on heat and mass transfer are analyzed. The theoretical predictions are compared with experimental data and good agreement is observed between the two, indicating that the fractal model is satisfactory. (C) 2010 Elsevier Ltd. All rights reserved.