Work

Resolving the Do/Do Not Debate: Communication Perspective to Enhance Sustainable Lifestyles

Year: 2022

Type: article

Abstract: Clear and memorable environmental messaging has been scarce. Recycling contamination is an urgent environmental concern because the public is confused about which items can and cannot be recycled. Environmental campaigns utilizing message framing, a method used to emphasize either the benefits of performing or loss of avoiding an action, may help combat this problem. We conducted an online study (n = 1199) and randomly assigned participants to view positively or negatively framed (do vs. do not) messages. Results revealed that participants who viewed negative messages with do not descriptors increased recycling intention, mediated by increased recycling contamination knowledge and recycling efficacy (95% CI: 0.03, 0.08). The findings suggest that recycling instructions may be more effective when messages are framed negatively using inhibitive descriptors. Results of this study can inform development of environmental campaigns to improve sustainable lifestyles.

Source: Sustainability

DOI: 10.3390/su14020796

Authors: Donghee N. Lee, Myiah J. Hutchens, Janice L. Krieger

Institutions: University of Massachusetts Chan Medical School, University of Florida, University of Florida Health

Language: English

Topic: Environmental Education and Sustainability

Subfield: Management, Monitoring, Policy and Law

Field: Environmental Science

Domain: Physical Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $2,094