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Linking an Integrative Behavior Model to Elements of Environmental Campaigns: An Analysis of Face-to-Face Communication and Posters against Littering

Author

Listed:
  • Ralph Hansmann

    (Department of Environmental Systems Science (D-USYS), Natural and Social Science Interface (NSSI), ETH Zurich, Sonneggstrasse 33, ETH SOL F.7, CH-8092 Zurich, Switzerland)

  • Nora Steimer

    (IG Saubere Umwelt (IGSU), Naglerwiesenstrasse 4, CH-8049 Zurich, Switzerland)

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.

Suggested Citation

  • Ralph Hansmann & Nora Steimer, 2015. "Linking an Integrative Behavior Model to Elements of Environmental Campaigns: An Analysis of Face-to-Face Communication and Posters against Littering," Sustainability, MDPI, vol. 7(6), pages 1-20, May.
    • Handle: RePEc:gam:jsusta:v:7:y:2015:i:6:p:6937-6956:d:50435
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    References listed on IDEAS

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    1. Ralf Hansmann, 2010. "“Sustainability Learning”: An Introduction to the Concept and Its Motivational Aspects," Sustainability, MDPI, vol. 2(9), pages 1-25, September.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. E. Ostrom, 2010. "A Behavioral Approach to the Rational Choice Theory of Collective Action Presidential Address, American political Science Association, 1997," Public administration issues, Higher School of Economics, issue 1, pages 5-52.
    4. Daniel Balliet, 2010. "Communication and Cooperation in Social Dilemmas: A Meta-Analytic Review," Journal of Conflict Resolution, Peace Science Society (International), vol. 54(1), pages 39-57, February.
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    Cited by:

    1. Ralph Hansmann & Claudia R. Binder, 2020. "Determinants of Different Types of Positive Environmental Behaviors: An Analysis of Public and Private Sphere Actions," Sustainability, MDPI, vol. 12(20), pages 1-30, October.

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