Influencing consumer behavioural intentions: Reducing household water consumption
(2022) SKOM12 20221Department of Strategic Communication
- Abstract
- Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. This study continues this discussion: the purpose was to identify what communication interventions are most effective for changing individual intention to save water around the home, and how significant these communication interventions are, in comparison to the other motivating factors. The theoretical part explores interventions based on drivers and barriers to pro-environmental behaviour in terms of water consumption and related topics. The results provide a comprehensive study of the most... (More)
- Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. This study continues this discussion: the purpose was to identify what communication interventions are most effective for changing individual intention to save water around the home, and how significant these communication interventions are, in comparison to the other motivating factors. The theoretical part explores interventions based on drivers and barriers to pro-environmental behaviour in terms of water consumption and related topics. The results provide a comprehensive study of the most significant interventions for creating an effective communication strategy, one of which is a dichotomous approach to message tailoring (rationality and emotionality in appeals). The empirical part tests the theoretical findings in an online survey (n=285), providing a model based on ELM, TPB and additional factors that might influence behavioural intention. The results support a significant influence of communication on behavioural intention, and show that both appeals (rational and emotional) can be a significant predictor of behavioural intention in terms of individual water consumption, though rational appeal leads to a higher intention to save water; past behaviour and perceived behavioural control are other significant variables that might have a stronger influence on intention. The research was conducted in partnership with IKEA. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9107610
- author
- Granina, Daria LU
- supervisor
- organization
- course
- SKOM12 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Emotional and Rational Communication, Advertising Appeals, Intention to Behave Sustainably, Message Tailoring, Persuasive Sustainability Communication, Strategic Communication, Elaboration Likelihood Model, ELM, Theory of Planned Behaviour, TPB
- language
- English
- additional info
- The research was conducted in partnership with IKEA.
Supervisor: Neha Madan Asthana, Sustainability Development Leader, Inter IKEA Group. - id
- 9107610
- date added to LUP
- 2023-02-10 13:07:14
- date last changed
- 2023-02-10 13:07:14
@misc{9107610,
abstract = {{Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. This study continues this discussion: the purpose was to identify what communication interventions are most effective for changing individual intention to save water around the home, and how significant these communication interventions are, in comparison to the other motivating factors. The theoretical part explores interventions based on drivers and barriers to pro-environmental behaviour in terms of water consumption and related topics. The results provide a comprehensive study of the most significant interventions for creating an effective communication strategy, one of which is a dichotomous approach to message tailoring (rationality and emotionality in appeals). The empirical part tests the theoretical findings in an online survey (n=285), providing a model based on ELM, TPB and additional factors that might influence behavioural intention. The results support a significant influence of communication on behavioural intention, and show that both appeals (rational and emotional) can be a significant predictor of behavioural intention in terms of individual water consumption, though rational appeal leads to a higher intention to save water; past behaviour and perceived behavioural control are other significant variables that might have a stronger influence on intention. The research was conducted in partnership with IKEA.}},
author = {{Granina, Daria}},
language = {{eng}},
note = {{Student Paper}},
title = {{Influencing consumer behavioural intentions: Reducing household water consumption}},
year = {{2022}},
}