Abstract
The global healthcare sector, while pivotal to economies, inadvertently leads to significant medical waste generation, an issue amplified by the COVID-19 pandemic. This study, grounded in emotion-symbolic work, examines the impact of visual attributes on healthcare professionals’ attitudes toward medical waste, especially medical plastics. Focusing on visual clutter, the presence of human faces, and animals in imagery, this study aims to determine the potency of these elements in eliciting moral shocks and emotional responses. Moreover, the influence of target actors, encompassing connecting to a cause, collective identity, and non-profit organizations promoting green healthcare, is explored as a moderating variable. Inspired by emotion-symbolic work, this study seeks to discern the potential of symbolic visuals in driving behavioral shifts among healthcare professionals, underscoring the intertwined nature of patient care and environmental health in addressing the pressing challenge of medical waste management. We further offer actionable insights to healthcare institutions and activists, enabling them to craft impactful campaigns that resonate deeply with their audience, fostering a greener and more responsible healthcare paradigm.
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