Linking an integrative behavior model to elements of environmental campaigns: An analysis of face-to-face communication and posters Against littering

Open access
Date
2015-06Type
- Journal Article
Citations
Cited 8 times in
Web of Science
Cited 12 times in
Scopus
ETH Bibliography
yes
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Abstract
Diverse elements of anti-littering campaigns may be effective at addressing different causes of littering. Therefore, a complementary approach combining various elements is needed to ensure the behavioral effectiveness of corresponding campaigns. The present study investigates personal, problem-centered face-to-face conversations compared to three different types of anti-littering posters (witty, authoritarian, environmentally oriented). In total, N = 147 persons participated in the questionnaire-based survey. Pictures of the three anti-littering posters were presented to all respondents, but only 82 of them additionally took part in problem-centered face-to-face conversations. Participants of the latter condition liked the conversations significantly more and judged them more effective for reducing littering than each of the three posters. Intentions for future behavior also improved more in the condition with face-to-face communications than in the reference condition in which only the anti-littering posters were presented. Regarding the posters, it was found that the witty and the environmentally-oriented poster were liked more and judged to be more effective by the respondents than the authoritarian poster. Findings are discussed in relation to the design of campaigns, which combine elements with reference to an integrative behavior model covering a broad range of factors, including processes of justifications, habit formation and reactance. Show more
Permanent link
https://doi.org/10.3929/ethz-b-000102613Publication status
publishedExternal links
Journal / series
SustainabilityVolume
Pages / Article No.
Publisher
MDPISubject
Environmental education; Sustainability; Littering; Communication; Face-to-face; Slogans; Reactance; Justifications; HabitsMore
Show all metadata
Citations
Cited 8 times in
Web of Science
Cited 12 times in
Scopus
ETH Bibliography
yes
Altmetrics