Pro-environmental Advertising Strategies of Greatest Impact Among College Audiences

  1. Del Moral Pérez, M. Esther 1
  2. Bellver Moreno, M. Carmen 2
  3. López-Bouzas, Nerea 1
  4. Castañeda Fernández, Jonathan 1
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

  2. 2 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Any de publicació: 2023

Títol de l'exemplar: Science, its Academic Communication and its Dissemination to Broad Audiences: a Multi-Dimensional Phenomenon

Volum: 13

Número: 1

Pàgines: 223-246

Tipus: Article

DOI: 10.33732/IXC/13/01PROENV DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Objectius de Desenvolupament Sostenible

Resum

The aim of this study is to know the opinion of undergraduate students (N=296) on the most impactful advertising strategies to design future environmental awareness campaigns. The methodology is empirical, non-experimental, descriptive, exploratory and analytical. It focuses on examining the opinion of respondents about the preferred communication channels used to transmit pro-environmental messages, the audio-visual formats that draw their attention, the most persuasive narrative, the most impactful messages, and the people they find most credible for pro-environmental campaigning. The findings show that young audiences prioritize social media; real images; informative and testimonial narratives; catastrophic, hopeful and inspirational messages; and nature is the main protagonist of stories. In conclusion, these campaigns should take advantage of the potential of social networks and select the most suitable advertising strategies to ensure their impact and encourage change towards eco-sustainable actions.

Referències bibliogràfiques

  • AJZEN, I., & FISHBEIN, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11(1), 1-33. https://doi.org/10.1080/14792779943000116
  • ALARCÓN, M.A. & ÁLVAREZ, J.F. (2020). El Balance Social y las relaciones entre los Objetivos de Desarrollo Sostenible y los Principios Cooperativos mediante un Análisis de Redes Sociales. CIRIEC - España. Revista de economía pública, social y cooperativa (No. 99), 57-87. https://doi.org/10.7203/CIRIEC-E.99.14322
  • BANDURA, A. (2009). Social cognitive theory of mass communication. Routledge.
  • BERGMANN, Z., & OSSEWAARDE, R. (2020). Youth climate activists meet environmental governance: Ageist depictions of the FFF movement and Greta Thunberg in German newspaper coverage. Journal of Multicultural Discourses, 15(3), 267-290. https://doi.org/10.1080/17447143.2020.1745211
  • BERMEJO, J. (2021). The critical dialogical method in Educommunication to develop narrative thinking. Comunicar, 29(67), 111-121. https://doi.org/10.3916/C67-2021-09
  • BROSCH, T. (2021). Affect and emotions as drivers of climate change perception and action: a review. Current Opinion in Behavioral Sciences, 42, 15-21. https://doi.org/10.1016/j.cobeha.2021.02.001
  • BUCHANAN, J., PRESSICK-KILBORN, K., & MAHER, D. (2018). Promoting environmental education for primary school-aged students using digital technologies. Eurasia Journal of Mathematics, Science and Technology Education, 15(2), em1661. https://doi.org/10.29333/ejmste/100639
  • BUIL, P., ROGER-LOPPACHER, O., SELVAM, R.M., & PRIETO-SANDOVAL, V. (2017). The involvement of future generations in the circular economy paradigm: an empirical analysis on aluminium packaging recycling in Spain. Sustainability, 9(12), 2345. https://doi.org/10.3390/su9122345
  • BULFIN, A. (2017). Popular culture and the “new human condition”: Catastrophe narratives and climate change. Global and Planetary Change, 156, 140-146. https://doi.org/10.1016/j.gloplacha.2017.03.002
  • CAI, H. (2013). Using augmented reality games as motivators for youth environmental education: An American Hart's tongue fern conservation project. State University of New York College of Environmental Science and Forestry.
  • CAMPELLO, M.S., LORENZO, F.L., & PLAZA, A. (2011). Análisis de la evolución de la publicidad ecológica en prensa (2005-2007). Miguel Hernández Communication Journal, 2, 13-37.
  • CHANG, H.H., TSAI, S.H., & HUANG, C.C. (2019). Sustainable development: The effects of environmental policy disclosure in advertising. Business Strategy and the Environment, 28(8), 1497-1506. https://doi.org/10.1002/bse.2325
  • CITELLI, A., & FALCÃO, S. P. (2020). Socio-environmental Educommunication: city and school. Intercom: Revista Brasileira de Ciências da Comunicação, 43, 21-36. https://doi.org/10.1590/1809-5844202021
  • CONRAD, M., & OLEART, A. (2020). Framing TTIP in the wake of the Greenpeace leaks: agonistic and deliberative perspectives on frame resonance and communicative power. Journal of European Integration, 42, 527-545. https://doi.org/10.1080/07036337.2019.1658754
  • CONSERVATION INTERNATIONAL (2014). Nature Is Speaking – Julia Roberts is Mother Nature I Conservation International. https://bit.ly/3wq8dUM
  • CUTTS, S. (2012). Man. https://n9.cl/o2yk
  • DA SILVA, W., MALAFAIA, G., DORETTO, L.B., ROSA, I. F., NÓBREGA, R. H., & DE LIMA RODRIGUES, A. S. (2021). Cartoon as support material in education for biodiversity conservation: The feasibility of using “the Tom and Jerry show”,“Mickey Mouse Clubhouse” and “Masha and the Bear” series in elementary school. Case Studies in Chemical and Environmental Engineering, 4, 1-14. https://doi.org/10.1016/j.cscee.2021.100123
  • DE FREITAS NETTO, S.V., SOBRAL, M.F.., RIBEIRO, A.R., & DA LUZ SOARES, G.R. (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32(1), 1-12. https://doi.org/10.1186/s12302-020-0300-3
  • DEBRAH, J.K., VIDAL, D.G., & DINIS, M.A. (2021). Raising awareness on solid waste management through formal education for sustainability: A developing countries evidence review. Recycling, 6(1), 6. https://doi.org/10.3390/recycling6010006
  • FONSECA, A., & CASTRO, P. (2022). Thunberg’s Way in the Climate Debate: Making Sense of Climate Action and Actors, Constructing Environmental Citizenship. Environmental Communication, 1-15. https://doi.org/10.1080/17524032.2022.2054842
  • FRANCISCO, P. (2015). Carta Encíclica Laudato Sit: Sobre el cuidado de la casa común. Libreria Editrice Vaticana. https://n9.cl/98tq
  • GELINO, B.W., ERATH, T.G., & REED, D.D. (2021). Going green: A systematic review of proenvironmental empirical research in behavior analysis. Behavior and Social Issues, 30, 587–611. https://doi.org/10.1007/s42822-020-00043-x
  • GRIESE, K.M., ALEXANDROV, A., MICHAELIS, C., & LILLY, B. (2018). Examining the Effect of Humor in Environmental-Friendly Advertising. Marketing Management Journal, 28(1), 30-45.
  • GRIFFIN, D. (2018). Visualizing Eco-dystopia. Design and Culture, 10(3), 271-298. https://doi.org/10.1080/17547075.2018.1514573
  • HOLFELDER, A.K. (2019). Towards a sustainable future with education?. Sustainability science, 14(4), 943-952. https://doi.org/10.1007/s11625-019-00682-z
  • HSU, W.C., TSENG, C.M., & KANG, S.C. (2018). Using exaggerated feedback in a virtual reality environment to enhance behavior intention of water-conservation. Journal of Educational Technology & Society, 21(4), 187-203. https://www.jstor.org/stable/26511548
  • IMEDES GRUPIMEDES (2011). The good recycler. https://bit.ly/3PsAx04
  • JAYAKUMAR, A., & KIRUTHIGA, A. (2019). Impact of green advertising on consumer purchase behaviour towards green products (a study with special reference to youngsters in Salem District). Journal of Emerging Technologies and Innovative Research, 6, 208-213.
  • JUNG, J., PETKANIC, P., NAN, D., & KIM, J.H. (2020). When a girl awakened the world: A user and social message analysis of Greta Thunberg. Sustainability, 12(7), 2707. https://doi.org/10.3390/su12072707
  • KIM, Y.K., YIM, M.Y.C., KIM, E.A., & REEVES, W. (2020). Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media. Journal of Research in Interactive Marketing, 15, 30-48. https://doi.org/10.1108/JRIM-10-2019-0171
  • KIPP, A., & HAWKINS, R. (2019). The responsibilization of “development consumers” through cause-related marketing campaigns. Consumption Markets & Culture, 22(1), 1-16. https://doi.org/10.1080/10253866.2018.1431221
  • KRØIJER, S. (2020). Civilization as the Undesired World: Radical Environmentalism and the Uses of Dystopia in Times of Climate Crisis. Social Analysis, 64(3), 48-67. https://doi.org/10.3167/sa.2020.640304
  • LAFORET, A. (2019). Cortometraje para concienciar de la contaminación medioambiental. https://bit.ly/3wnE0pk
  • LAVURI, R. (2021). Extending the theory of planned behavior: Factors fostering millennials’ intention to purchase eco-sustainable products in an emerging market. Journal of Environmental Planning and Management, 65, 1507-1529. https://doi.org/10.1080/09640568.2021.1933925
  • LEE, K. (2011). The role of media exposure, social exposure and biospheric value orientation in the environmental attitude-intention-behavior model in adolescents. Journal of environmental psychology, 31(4), 301-308. https://doi.org/10.1016/j.jenvp.2011.08.004
  • LIANG, X., LU, Y., & MARTIN, J. (2021). A review of the role of social media for the cultural heritage sustainability. Sustainability, 13(3), 1055. https://doi.org/10.3390/su13031055
  • LIAO, C., & LI, H. (2019). Environmental education, knowledge, and high school students’ intention toward separation of solid waste on campus. International journal of environmental research and public health, 16(9), 1659. https://doi.org/10.3390/ijerph16091659
  • LOPES, I., GUARDA, T., VICTOR, J.A., & GONZÁLEZ-VÁZQUEZ, E. (2020). The Influence of YouTubers in Consumer Behavior. In A. Rocha, J. Reis, M. Peter, Z. Bogdanović (eds), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167 (pp. 49-58). Springer. https://doi.org/10.1007/978-981-15-1564-4_6
  • MADHAVI, T.P. (2019). Importance of social media to create environmental awareness in sustainable higher education system. In Environmental Awareness and the Role of Social Media (pp. 72-81). IGI Global. http://doi.org/10.4018/978-1-5225-5291-8.ch004
  • MASSON, T., & OTTO, S. (2021). Explaining the difference between the predictive power of value orientations and self-determined motivation for proenvironmental behavior. Journal of Environmental Psychology, 73, 101555. https://doi.org/10.1016/j.jenvp.2021.101555
  • MCNEELY, J.A. (2021). Nature and COVID-19: The pandemic, the environment, and the way ahead. Ambio, 50(4), 767-781. https://doi.org/10.1007/s13280-020-01447-0
  • NEWBY, P. (2010). Research methods for education. Pearson.
  • NURUNNABI, M., ESQUER, J., MUNGUIA, N., ZEPEDA, D., PEREZ, R., & VELAZQUEZ, L. (2020). Reaching the sustainable development goals 2030: Energy efficiency as an approach to corporate social responsibility (CSR). GeoJournal, 85(2), 363-374.
  • https://doi.org/10.1007/s10708-018-09965-x
  • QUIROGA, S.R. (2019). Políticas públicas, medioambiente y comunicación gubernamental. Question, 1, 1-19. https://doi.org/10.24215/16696581e137
  • SABRE, M.E. (2014). La publicidad verde en Argentina: análisis del uso de apelaciones medioambientales en anuncios televisivos. Cuadernos. info, 34, 27-38. http://dx.doi.org/10.7764/cdi.34.544
  • SAHOO, M., & SETHI, N. (2022). The dynamic impact of urbanization, structural transformation, and technological innovation on ecological footprint and PM2. 5: evidence from newly industrialized countries. Environment, Development and Sustainability, 24(3), 4244-4277. https://doi.org/10.1007/s10668-021-01614-7
  • SENES, F., & RICCIULLI-DUARTE, D. (2019). La publicidad social como herramienta para la construcción de ciudadanía. Razón Crítica, 6, 183-199. http://doi.org/10.21789/25007807.1425
  • SHAFER, P. R., ANDERSON, D. M., AQUINO, S. M., BAUM, L. M., FOWLER, E. F., & GOLLUST, S. E. (2020). Competing public and private television advertising campaigns and marketplace enrollment for 2015 to 2018. RSF: The Russell Sage Foundation Journal of the Social Sciences, 6(2), 85-112. https://doi.org/10.7758/RSF.2020.6.2.04
  • SOUTTER, A.R., & BOAG, S. (2019). Environmental advertising: The effect of imagery on pro-environmental attitudes and pro-environmental behaviour. Psyecology, 10(1), 88-126. https://doi.org/10.1080/21711976.2018.1550238
  • SUKMA, E., RAMADHAN, S., & INDRIYANI, V. (2020, March). Integration of environmental education in elementary schools. In Journal of Physics: Conference Series (Vol. 1481, No. 1, p. 012136). IOP Publishing.
  • UNITED NATIONS (2015). Resolution A/70/1, approved by the General Assembly on September 25, 2015: Transforming our world: the 2030 Agenda for Sustainable Development. United Nations. https://n9.cl/rgqb
  • UNITED NATIONS (2017). Sustainable development to the rhythm of hip-hop. https://bit.ly/3MuhOzt
  • UNITED NATIONS (2018). Break with the plastic. https://n9.cl/60fjj
  • VITERI, F. (2021). Environmental Educommunication: EdTech's Visual Media Trends for Environmental Learning. In The Handbook of International Trends in Environmental Communication (pp. 420-434). Routledge.
  • WALL, T., ROSSETTI, L., & HOPKINS, S. (2019). Storytelling for sustainable development. Encyclopedia of Sustainability in Higher Education, 1532-1539. https://doi.org/10.1007/978-3-030-11352-0_381
  • WIELKI, J. (2020). Analysis of the role of digital influencers and their impact on the functioning of the contemporary on-line promotional system and its sustainable development. Sustainability, 12(17), 7138. https://doi.org/10.3390/su12177138
  • ZENG, Y., MAXWELL, S., RUNTING, R. K., VENTER, O., WATSON, J. E., & CARRASCO, L. R. (2020). Environmental destruction not avoided with the Sustainable Development Goals. Nature Sustainability, 3(10), 795-798. https://doi.org/10.1038/s41893-020-0555-0
Fuente de los datos: Dialnet