通信增强了可持续的意图,尽管其他正在进行的危机
Ngoc T H Nguyen1,2,3, Simon Willcock4,5, Louise M Hassan6
1Bangor Business School, Bangor University, Bangor, UK.
概括
沟通信息有效地提高了可持续性意图,即使是在COVID-19大流行期间. 信息鼓励回收手术口罩和重复使用过面部部件 (FFP) 面具,证明其在管理多次危机中的作用.
科学领域:
- 环境科学 环境科学
- 行为科学 行为科学
- 沟通研究 沟通研究
背景情况:
- 社会挑战越来越多地涉及多重,重叠的危机.
- 应对气候危机需要可持续的行为,但这是复杂的同时出现的危机,如COVID-19大流行.
- 沟通策略在多重危机中促进可持续性的有效性尚未得到充分理解.
研究的目的:
- 调查通信信息是否可以有效地推动个人采取可持续的行为.
- 在COVID-19流行病背景下,评估消息对可持续性意图的影响.
- 探索沟通如何减轻权衡和利用多次危机之间的协同效应.
主要方法:
- 调查实验对来自英国的18805名参与者进行了大样本调查.
- 参与者接触到不同的通信消息条件.
- 与可持续性相关的意图在信息曝光之前和之后被测量.
主要成果:
- 媒体消息显著增加了所有测试条件的可持续性意图,尽管正在进行的COVID-19危机.
- 在非回收者中,回收手术口罩的意图增加了近80%.
- 消毒和重复使用过面膜的意愿增加了70%以上,取回面膜垃圾的意愿也增加了70%.
- 报告说,在60°C下洗面具的意图增加了165%.
结论:
- 通信消息是促进可持续行为的一个有价值的工具,即使在多次危机期间.
- 有效的信息传递可以帮助最大限度地减少负面的权衡,并最大限度地提高不同社会挑战之间的协同作用.
- 决策者应该利用多种沟通道和来源传播可持续发展建议,同时积极打击错误信息.
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