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

Author

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  • Donghee N. Lee

    (Division of Preventive and Behavioral Medicine, Department of Population and Quantitative Health Sciences, University of Massachusetts Medical School, Worcester, MA 01605, USA)

  • Myiah J. Hutchens

    (Department of Public Relations, College of Journalism and Communications, University of Florida, Gainesville, FL 32611, USA)

  • Janice L. Krieger

    (STEM Translational Communication Center, University of Florida, Gainesville, FL 32611, USA
    Department of Health Outcomes & Biomedical Informatics, University of Florida, Gainesville, FL 32610, USA)

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.

Suggested Citation

  • Donghee N. Lee & Myiah J. Hutchens & Janice L. Krieger, 2022. "Resolving the Do/Do Not Debate: Communication Perspective to Enhance Sustainable Lifestyles," Sustainability, MDPI, vol. 14(2), pages 1-14, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:2:p:796-:d:722464
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    References listed on IDEAS

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    1. McCarty, John A. & Shrum, L. J., 1994. "The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior," Journal of Business Research, Elsevier, vol. 30(1), pages 53-62, May.
    2. Rhodes, Ryan E. & Beauchamp, Mark R. & Conner, Mark & deBruijn, Gert-Jan & Latimer-Cheung, Amy & Kaushal, Navin, 2014. "Are mere instructions enough? Evaluation of four types of messaging on community depot recycling," Resources, Conservation & Recycling, Elsevier, vol. 90(C), pages 1-8.
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    1. Aylin Cakanlar & Megan Hunter & Gergana Y. Nenkov, 2025. "Recycle right: How to decrease recycling contamination with informational point-of-disposal signage," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 781-803, May.
    2. Anastasia Vayona & Giorgos Demetriou & Heather Hartwell & Robert Britton & Phillipa Gillingham, 2024. "A consumer attributions‐based approach for investigating the effect of corporate greenwashing on wishcycling," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(6), pages 6732-6747, December.

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