Abstract
Consumption of products that are produced by a massive exploration of natural resources should be extensively communicated. A story delivered in a documentary movie can be adopted to deliver compelling messages to the audience. This study aims to explore the insights embedded in an environmental documentary to provide input and suggestions for promotional messages. In addition, it is also to provide a framework to foster people’s sustainable behavior on electricity consumption. The methodology has applied a qualitative approach by conducting a thematic analysis. The data was drawn from a story of an environmental documentary that showed mining activities to produce electricity. It revealed some insights that can be adopted as messages for promoting consumption reduction on electricity.
Sign-in/Register to access full text options 
Free) 
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 call
