塑料废弃物广告属性产生意识,兴趣,态度和愿望采取亲环保行动
1Marketing Department, School of Business Sciences, University of the Witwatersrand, Johannesburg, South Africa.
Journal of health communication
|February 28, 2026
概括
环境广告的信息性和感官吸引力等属性提高了对塑料垃圾问题的认识. 这种意识推动了兴趣和积极的态度,最终增加了对亲环境行动的愿望.
科学领域:
- 环境心理学 环境心理学
- 营销传播 营销沟通
- 可持续性研究 可持续性研究
背景情况:
- 塑料垃圾对环境和生态构成重大威胁.
- 公众宣传活动利用广告来强调塑料废物问题.
- 影响亲环保行为的特定广告属性研究不足.
研究的目的:
- 扩展AIDA (注意力,兴趣,欲望,行动) 模型,使用刺激-机体-反应和态度-行为理论.
- 检查塑料废弃物环境广告的属性如何影响对环保行动的意识,兴趣和愿望.
- 评估态度在意识与兴趣之间的关系中的调解作用.
主要方法:
- 与150名来自南非不同人口的受访者进行的横截面定量研究.
- 在受访者观看了两个塑料废物危险广告后,通过电子方式收集的数据.
- 部分最小平方结构方程建模 (PLS-SEM) 用于数据分析.
主要成果:
- 信息性,感官和情感属性对意识产生了积极的影响;可信度和娱乐没有.
- 意识显著影响了人们的态度和兴趣.
- 态度显著调解了意识和兴趣之间的关系,这强烈影响了对亲环保行动的愿望.
结论:
- 具体的广告属性对于提高人们对塑料垃圾的认识至关重要.
- 意识和积极的态度是亲环境行为意图的关键驱动力.
- 研究结果为设计有效的环境活动提供了实用见解,并为行为改变的理论模型做出了贡献.
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