Abstract
Research on climate change highlights the need to develop more effective campaigns to increase citizens’ awareness of this issue, increase their willingness to accept the measures necessary to halt this phenomenon and change their behaviour. This paper describes a study which analyzed the effectiveness of an advertising message that combined informative and motivational variables on proenvironmental attitudes and intended behaviour. The study sample consisted of 180 university students, divided into two equivalent groups. The results supported the initial hypothesis,the participants in the group that received specific behaviour guidelines (to increase perceived control) together with information on economic savings (motivational variable) displayed more changes in self-efficacy, pro-environmental attitudes and intention of behaviour than the group that did not receive this information.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
