Communication Strategies Research Articles

B2B Marketing Communication Strategies In Increasing Sales: A Systematic Literature Review

This research is a Systematic Literature Review (SLR) that adopts PRISMA (Preferred Items for Systematic Review and Meta-Analysis) to investigate business-to-business (B2B) marketing communication strategies in increasing sales. Data were obtained from Scopus, Emerald, Wiley, Taylor and Francis. A total of 96 journals were initially identified, but through the application of strict inclusion and exclusion criteria, the number was reduced to 10 journals that served as the focus of the comprehensive review. The results show that B2B marketing through social media is becoming an integral and connected part of organisations, as it not only helps during the sales process but also during the buying process. Social media has the potential to assist B2B organisations in improving their communication capabilities by facilitating knowledge promotion and encouraging engagement through advanced technology.

Adult cancer patients’ barriers to and satisfaction with care at a National Cancer Hospital in Vietnam

Study objective This study assessed the overall satisfaction with oncological care, including barriers to care, and identified its associated predictors among adult cancer patients in Vietnam. Methods In this cross-sectional study, we enrolled 300 adult cancer patients receiving inpatient care at a large urban oncological hospital between June and July 2022. Multivariable linear regression analyses examined associations between patient experiences and overall satisfaction ratings with cancer care. Results The mean overall satisfaction with oncological care was 8.82 out of 10, with 98.0% recommending this facility to their friends and family. In an adjusted model, being female (β = 0.29, 95%CI: 0.04, 0.53), endorsing satisfaction with patient-nurse communication (β = 0.33, 95%CI: 0.13, 0.53), patient-doctor communication (β = 0.40, 95%CI: 0.11, 0.70), and psychoeducation about oncological medication management (β = 0.30, 95%CI: 0.14, 0.45) were positively associated with overall ratings. In contrast, individuals with delays in treatment scheduling reported lower overall satisfaction with oncological care (β = -0.38, 95%CI: -0.64, -0.13). Patients perceived health system, social/environmental, and individual barriers to care: worries about income loss due to attending treatment (43.3%); fear, depression, anxiety, and distress (36.8%); concerns about affordability of treatment (36.7%) and transportation problems (36.7%); and excessive waiting times for appointments (28.8%). Conclusion This study showed high overall patient satisfaction with cancer care quality. Patient-centered communication strategies and psychoeducation about oncological medication management may be targeted to further enhance the cancer inpatient experience. Raising awareness about treatment options and services, and integrating mental health awareness into oncological care may ameliorate patient distress and facilitate greater satisfaction with oncological treatment processes.

The State of Crisis Communication in Contemporary Nonprofit Literature

ABSTRACT Emergency and disaster management and public relations literature both apply crisis communication strategies and theories, although the nonprofit sector is rarely examined. To deliver services effectively and disseminate critical information, nonprofit leaders must adapt to various contexts while also considering their reputation following crises. In addition to providing a theoretical framework for crisis communication in the nonprofit context, this study systematically examines recent literature on nonprofit crisis communication. The study reveals a set of crucial insights from nonprofit crisis communication literature, particularly surrounding four themes: 1) crisis sensemaking and crisis understanding; 2) nonprofit leadership and governance; 3) nonprofit structure; and 4) communication tools and networks. The findings open up a wide range of possibilities for further investigation into the dissemination of nonprofit crises, particularly empirical work utilizing longitudinal analysis. The findings provide applications for nonprofit leaders for becoming more aware of their crisis communication tactics.

Cross-Cultural Mediators in Resolving Conflicts in Indonesia

This article focuses on the role of cross-cultural mediators in resolving conflicts related to cultural violence in Indonesia and provides an overview of the cultural context in Indonesia and the factors that contribute to the prevalence of cultural violence. The article then discusses the role of cross-cultural mediators in facilitating dialogue and promoting understanding between different cultural groups. Using a qualitative research methodology, the article explores the experiences of cross-cultural mediators working in different parts of Indonesia. Diverse references like literature, academic papers, scientific publications, dissertations, and similar materials concerning delicate cultural aspects, categorization of aggression within Indonesian society, and elements impacting the development of a violent culture are mentioned within the paper. The article highlights the challenges and opportunities that mediators face in their work, including the need to build trust and develop effective communication strategies. The article argues that cross-cultural mediation can be an effective tool for resolving conflicts related to cultural violence in Indonesia. The article emphasizes the importance of developing culturally sensitive and context-specific mediation strategies that take into account the unique cultural and historical factors that contribute to violence in different regions of the country. In conclusion, the article highlights the need for greater support for cross-cultural mediators in Indonesia, including training and capacity-building programs, as well as increased awareness and recognition of the important role that mediators play in promoting peace and resolving conflicts related to cultural violence. The article argues that cross-cultural mediation has the potential to contribute to building a more peaceful and just society. Keywords: cross culture, mediation, conflict, resolution

Research on secure communication technology based on phase conjugate feedback chaotic injection system

This paper presents an experimental scheme using optical method instead of phase conjugate light. We have implemented a phase conjugate feedback semiconductor laser chaotic system based on the four-wave mixing principle through an established optical fiber experimental platform. Based on the high-dimensional wideband chaotic signals generated by this system, we propose a two-channel secure communication scheme based on phase conjugate feedback, and analyze its delay hiding mechanism and synchronization characteristics. The effects of parameter mismatch and injection strength on synchronization performance and communication quality are also considered. Our experimental results show that by adjusting the injection strength and frequency detuning parameters, the system can produce signals with time-delay signature completely suppressed, thus achieving high-quality and high-security communications.

A Typology of Social Media Use by Human Service Nonprofits: Mixed Methods Study.

Nonprofit organizations are increasingly using social media to improve their communication strategies with the broader population. However, within the domain of human service nonprofits, there is hesitancy to fully use social media tools, and there is limited scope among organizational personnel in applying their potential beyond self-promotion and service advertisement. There is a pressing need for greater conceptual clarity to support education and training on the varied reasons for using social media to increase organizational outcomes. This study leverages the potential of Twitter (subsequently rebranded as X [X Corp]) to examine the online communication content within a sample (n=133) of nonprofit sexual assault (SA) centers in Canada. To achieve this, we developed a typology using a qualitative and supervised machine learning model for the automatic classification of tweets posted by these centers. Using a mixed methods approach that combines machine learning and qualitative analysis, we manually coded 10,809 tweets from 133 SA centers in Canada, spanning the period from March 2009 to March 2023. These manually labeled tweets were used as the training data set for the supervised machine learning process, which allowed us to classify 286,551 organizational tweets. The classification model based on supervised machine learning yielded satisfactory results, prompting the use of unsupervised machine learning to classify the topics within each thematic category and identify latent topics. The qualitative thematic analysis, in combination with topic modeling, provided a contextual understanding of each theme. Sentiment analysis was conducted to reveal the emotions conveyed in the tweets. We conducted validation of the model with 2 independent data sets. Manual annotation of 10,809 tweets identified seven thematic categories: (1) community engagement, (2) organization administration, (3) public awareness, (4) political advocacy, (5) support for others, (6) partnerships, and (7) appreciation. Organization administration was the most frequent segment, and political advocacy and partnerships were the smallest segments. The supervised machine learning model achieved an accuracy of 63.4% in classifying tweets. The sentiment analysis revealed a prevalence of neutral sentiment across all categories. The emotion analysis indicated that fear was predominant, whereas joy was associated with the partnership and appreciation tweets. Topic modeling identified distinct themes within each category, providing valuable insights into the prevalent discussions surrounding SA and related issues. This research contributes an original theoretical model that sheds light on how human service nonprofits use social media to achieve their online organizational communication objectives across 7 thematic categories. The study advances our comprehension of social media use by nonprofits, presenting a comprehensive typology that captures the diverse communication objectives and contents of these organizations, which provide content to expand training and education for nonprofit leaders to connect and engage with the public, policy experts, other organizations, and potential service users.

Impact of the Use of Street Play Mode of Education on the Self-care Capacity of Village Women for Lifestyle Modification for Prevention of Hypertension

Objectives: The objectives of this study were as follows: (1) To ascertain the prevalence of hypertension (HTN) among village women. (2) To determine the impact of an intervention strategy of Behavior Change Communication utilizing a camp approach supplemented with nukkad natak on the self-care capacity of village women for lifestyle modification for prevention of HTN. Materials and Methods: The study was conducted during June–July 2023 in the field practice area of Community Medicine of a medical college. Sample size was arbitrary (n = 200) out of all willing women attending outpatient departments during the study period. First, a baseline assessment of the study population was done. Street plays were held for the study population on HTN-related healthy lifestyle. Changes in their knowledge were documented. Appropriate statistical analysis was done using Excel sheets. Results: Most (79%) of the women in the village had normal blood pressure, with 19% of them having mild and 2% had moderate HTN. Most hypertensive women (72%) were not taking medications. Out of 12 hypertensive women who were taking antihypertensive medications, half of them were regular. There was a significant improvement in the score of self-care capacity, treatment HTN diet-related knowledge of the women after the intervention. Respondents liked the idea of organizing drama to propagate health-related messages. Conclusion: One in every five persons in the study population of rural health training centre (RHTC) had HTN. Most hypertensive women (72%) were not taking medications. Those who were taking antihypertensive medications, only half were regular in it. After Nukkad Natak based intervention, there was a significant improvement in the scores of HTN diet and treatment-related knowledge and self-care capacity of the respondents for prevention of HTN. Our respondents liked the idea of organizing drama to propagate health-related messages.

Incorporating Malay Communicative and Cultural Values in Discourse: An Analysis of Mahathir Mohamed’s Orations

The cultural values and beliefs of the Malaysian community play a substantial role in shaping their communication approach and strategies. This study was to investigate how Malay values and beliefs were incorporated in communication in one of the most effective speeches of Mahathir Mohamed as a prominent leader in the Southern East of Asia and how these values were employed to influence his audience. The thematic analysis was used to analyse the selected speech and identify key themes, ideas, and topics that reflected Malay communicative and cultural values including indirectness, politeness, and Islamic beliefs. The findings demonstrated a notable contrast between the way Mahathir communicates and the discourse of indirectness commonly associated with Malay discourse. They showed that Mahathir employed direct language and assertive communicative approach to convey his messages and to avoid confusing his audience. This departure from traditional norms suggests that Mahathir recognizes the importance of clarity and precision in persuasive communication, prioritizing audience comprehension over conformity to cultural expectations. While Mahathir is unlike Malays in terms of indirectness, he employed other Malay communicative values such as referring to Islam principles, rationality and emotionality. He incorporated rationality (akal budi) with emotion (hati budi) to work together to influence his audience.

Validation of the Self-Efficacy Questionnaire (SE-12-Gr) Assessing the Healthcare Professionals’ Self-Reported Communication Skills with Older Healthcare Users in Greece

ABSTRACT Patients’ satisfaction with their interaction with the healthcare providers has been found to correlate with adherence to therapeutic plans and better health outcomes. Healthcare providers are experiencing barriers when communicating with specific population subgroups, such as people with low health literacy, low education, and older age. Enhancing the communication skills of the healthcare providers working with older adults could facilitate their interaction with the patients. This study presents the validation of the Self-efficacy-12 (SE-12) in Greek. This is an instrument measuring healthcare providers’ self-efficacy of communication skills used during their interaction with older patients. A sample of 230 healthcare providers working with older adults participated in the study. The scale showed good psychometric properties (S-CVI=.97, Cronbach a = .95, ICC = .81). A medium to high correlation was found with the generalized self-efficacy questionnaire. Exploratory Factor Analysis (EFA) yielded two factors (“Self-efficacy in communication skills and strategies” and “Self-efficacy of successful interaction”) with good psychometric properties. The SE-12-GR is a brief, valid, and reliable tool for assessing self-efficacy of communication skills and it could be integrated as part of the health literacy tools for healthcare providers working with older people in Greece.

Integrating Storynomics into Language Education to Enhance Speaking Skills of Tourism Students in Bali, Indonesia

Speaking is a highly prioritized skill in English language learning, particularly in tourism. Storynomics is an approach in tourism that emphasizes storytelling, creative content, and living culture, utilizing culture's power as a destination's fundamental essence. This study aims to examine how the storynomics strategy can promote the’ speaking competence of tourism students in Bali. The study employed Research and Development (R&D) with an Exploratory Mixed Method design. Quasi-experimental research was applied to determine the effectiveness of the material design for students in the Tourism Management Department. The students were divided into two groups of 30 students in each group. The data were obtained through pretest and posttest speaking tests after the treatment was given. The result of the test indicated there is a significant difference between the two groups. The experimental group taught the storynomics strategy throughout the study to promote speaking ability, while the control group continued with conventional methods. At the end of treatment, a posttest was conducted in two groups, and the test results were compared. Statistical analysis showed that the experimental group obtained a higher average score in the posttest with an N-gain score of 0.58. These findings emphasize the positive impact of implementing a storynomics strategy in learning English as a foreign language, especially for describing local culture. It is expected that further development can be made in designing other teaching materials using a cultural approach and more diverse communication strategies with other theories or approaches. In addition, a deeper analysis is needed regarding the linguistic aspects of English language learning in the field of tour guiding.

Emerging Trends in Information-Seeking Behavior for Alpha-Gal Syndrome: Infodemiology Study Using Time Series and Content Analysis.

Alpha-gal syndrome is an emerging allergy characterized by an immune reaction to the carbohydrate molecule alpha-gal found in red meat. This unique food allergy is likely triggered by a tick bite. Cases of the allergy are on the rise, but prevalence estimates do not currently exist. Furthermore, varying symptoms and limited awareness of the allergy among health care providers contribute to delayed diagnosis, leading individuals to seek out their own information and potentially self-diagnose. The study aimed to (1) describe the volume and patterns of information-seeking related to alpha-gal, (2) explore correlations between alpha-gal and lone star ticks, and (3) identify specific areas of interest that individuals are searching for in relation to alpha-gal. Google Trends Supercharged-Glimpse, a new extension of Google Trends, provides estimates of the absolute volume of searches and related search queries. This extension was used to assess trends in searches for alpha-gal and lone star ticks (lone star tick, alpha gal, and meat allergy, as well as food allergy for comparison) in the United States. Time series analyses were used to examine search volume trends over time, and Spearman correlation matrices and choropleth maps were used to explore geographic and temporal correlations between alpha-gal and lone star tick searches. Content analysis was performed on related search queries to identify themes and subcategories that are of interest to information seekers. Time series analysis revealed a rapidly increasing trend in search volumes for alpha-gal beginning in 2015. After adjusting for long-term trends, seasonal trends, and media coverage, from 2015 to 2022, the predicted adjusted average annual percent change in search volume for alpha-gal was 33.78%. The estimated overall change in average search volume was 627%. In comparison, the average annual percent change was 9.23% for lone star tick, 7.34% for meat allergy, and 2.45% for food allergy during this time. Geographic analysis showed strong significant correlations between alpha-gal and lone star tick searches especially in recent years (ρ=0.80; P<.001), with primary overlap and highest search rates found in the southeastern region of the United States. Content analysis identified 10 themes of primary interest: diet, diagnosis or testing, treatment, medications or contraindications of medications, symptoms, tick related, specific sources of information and locations, general education information, alternative words for alpha-gal, and unrelated or other. The study provides insights into the changing information-seeking patterns for alpha-gal, indicating growing awareness and interest. Alpha-gal search volume is increasing at a rapid rate. Understanding specific questions and concerns can help health care providers and public health educators to tailor communication strategies. The Google Trends Supercharged-Glimpse tool offers enhanced features for analyzing information-seeking behavior and can be valuable for infodemiology research. Further research is needed to explore the evolving prevalence and impact of alpha-gal syndrome.

Does Active or Informative Messaging Result in Greater Conservation Engagement?

Strategic communication can motivate target audiences to take conservation action. Yet, whether audiences are motivated by more information or more influential visuals is unclear. Using online surveys, we compared different visual communication strategies using text, graphics, and photographs for encouraging parrotfish-friendly conservation behaviors to see which one yields greater emotion, interest, and intended action. Experiment 1 explored whether a scientific-oriented poster would be more or less effective in promoting conservation behaviors than a graphical poster using social marketing techniques. Experiment 2 contrasted the two posters with a photograph and graphic icons without text against a blank control. Results revealed how engaging visuals can inspire reactions and behavioral intentions. The posters both elicited positive reactions, but with less text and content to process, the social marketing poster more efficiently inspired the desired reactions. This work highlights that conservation communications can strategically use psychology and graphics to efficiently inspire desired actions.

Wildlife values can inform strategic conservation communication efforts

ABSTRACT The ways in which people value wildlife, or “wildlife value orientations,” shape attitudes and behaviors and can even predict support for environmental issues. As such, wildlife value orientations can be used strategically to inform communication strategies. We used a national, experimental framing survey (n = 1,998) to investigate how the two most predominant wildlife value orientations in the US – domination and mutualism – affect people’s intentions to engage in conservation behaviors. Results showed that respondents on the mutualistic scale were more likely to express strong intentions to donate, engage in political activity, and adopt simple actions in support of conservation. In mutualistic-oriented respondents, pessimistically framed messages generally increased intentions to donate, but both optimistic and pessimistic-framed messages were likely to backfire and reduce intentions to adopt personal conservation actions. Our findings provide preliminary empirical evidence that wildlife value orientations could guide more effective communication approaches leading to behavior change.

Beyond Aesthetic Communication Strategies in Improving the Company's Image Through Social Media

This study aims to analyze the role of social media in Beyond Aesthetics' communication strategy on improving their company image in the competitive world of beauty industry as a medical aesthetic specialist in Indonesia. This study uses qualitative research method, case study methodology and using strategic planning for Public Relations which analyze the situation, strategy, tactics, and evaluative research. To achieve the required information, the company's social media was analyzed and The Director of Sales and Operations and related staff was interviewed to give their in-depth knowledge about the company's communication strategy which resulted in using integrated and proactive communication strategy using educational approach while having a strong understanding of consumer needs and the market's dynamics and quickly adapting with the rapid changes in the industry are the Beyond Aesthetics' social Media Communication Strategy. In conclusion, based on this study, the right media, creating interesting content, and implementing the appropriate communication strategies plays a big role in building a positive company image in the eyes of the stakeholders and ensuring their loyalty for Beyond Aesthetic to reach their success.

Does the cinematic depiction of a place deceive viewers’ perception of its reality? Exploring movie-induced destination stereotypes

ABSTRACT Globalization of media is leading to tourists constructing imagery of unfamiliar destinations. Drawing on the associative memory theory and stereotype content model, this research proposes that cinematic portrayal of a destination would induce stereotypes in the minds of tourists that align with the movie theme. Using Between-subject experiments, the stereotyped perceptions of potential tourists regarding the destination were captured in the form of destination image and personality. The valence of stereotypes is also observed using the various dimensions of the constructs: destination image and personality. Further, based on social cognitive theory, this research explores how individuals’ sensation-seeking trait influences their response to a movie theme and, thus, shapes their travel intentions for the depicted destination. The results of this research may assist destination marketing organisations in devising their positioning and communication strategy regarding a destination such that the elements of story-telling in popular media may not adversely impact the perceptions of potential tourists.

Linguistic and pragmatic aspects of communication in the modern media world

Taking into account the purposeful activity of modern man, his acquisition of huge masses of information during a short period, the communication aspect of communication in the business sphere has gradually turned from a means of enjoyment, length, and unhurried language interaction into a means of accurate, short and simultaneous full communication of a problem, initiative, proposal. Communication pragmatics came to the aid of such language transformations. The article proves that pragmalinguistics studies speech communication as a manifestation of speech activity – purposeful influence on each other (persuasion, persuasion, request for information, etc.) using language. To achieve their communicative goals, depending on the context and situation, their communicative roles, the speaker and the addressee use certain speech acts (written as sentences) corresponding to these goals – stating facts, encouraging action, etc. It is scientifically determined that the emergence of ecolinguistics is due to the need to solve the problems of interaction between language, man and nature. It is indicated that it covers extremely diverse research that reflects the importance of environmental issues in society. The attention paid to issues of environmental protection at all levels of society, and as a result, the relevance of environmental issues, as well as the peculiarities of communication in the field of environmental protection, allow us to distinguish a separate type of discourse - ecological, which is characterized by the constant addition of the ecological glossary, the emergence of special axiological units, the presence of separate status models - role configuration, which determine the use of certain communicative strategies in specific communicative situations. It was highlighted in practice that the main discourse-creating concepts in environmental discourse are environment, pollution, energy, and climate change, which constitute the semantic base of communication in the field of environmental protection.

Lessons learnt from daily oral PrEP delivery to inform national planning for PrEP ring introduction for women in low-income and middle-income countries: a qualitative inquiry of international stakeholders

IntroductionSome African countries plan to introduce and scale-up new long-acting pre-exposure prophylaxis methods (LA-PrEP), like the monthly dapivirine vaginal ring (PrEP ring) and injectable cabotegravir. National costed implementation plans, roadmaps...

Working from home during COVID-19: boundary management tactics and energy resources management strategies reported by public service employees in a qualitative study

BackgroundIncreased working from home has imposed new challenges on public service employees, while also granting opportunities for job crafting. Grounding on the Job Demands-Resources model and Hobfoll’s Conservation of Resources theory this exploratory research aims to investigate the work-nonwork balance of employees one and a half years after the outbreak of the COVID-19 pandemic. Therefore, the research focus lies on employees’ job crafting strategies to optimize their working from home experience concerning boundary management and energy resource management.MethodsTwelve semi-structured telephone interviews were conducted with public service employees from different sectors in Germany. The experiences were content analyzed using the software MaxQDA and inductive and deductive categories were derived.ResultsBoundary management comprised different strategies such as communicative (e.g., negotiating work time), physical (e.g., going to the garden), temporal (e.g., logging off in between the work day) and behavioral (e.g., prioritizing tasks) strategies. The job crafting strategies regarding energy management included preventing exhaustion (e.g. taking breaks), healthy cooking and energy management in case of sickness (e.g. deciding on sick leave).ConclusionsThis qualitative case study enriches research on job crafting by offering insights on boundary tactics and energy resources management strategies for remote working during the COVID-19 pandemic. The results point out different starting points for employees and decision makers, how a work-nonwork balance, energy management and thus employees’ wellbeing may be increased when working from home in the future.Trial registrationThe study design and methodology were approved by the Ethics Committee of the University of Cologne and the study was prospectively registered (Ref No. 21-1417_1).

Project Management Practices and Implementation of Somali Humanitarian Fund Projects by Local Non-Governmental Organizations in Mogadishu, Somalia

The effective management and control of a project are fundamental to its success. In the context of intricate projects, such as those associated with the Somali Humanitarian Fund (SHF), strict adherence to a defined scope, schedule, and budget is crucial to attaining the desired outcomes. Humanitarian and Development (SHF) projects carried out by local NGOs in Mogadishu, Somalia. The specific goals of the study included scrutinizing the role of communication in SHF project performance, evaluating the impact of planning on project success, assessing the effects of financing on project performance, and determining the importance of monitoring and evaluation in the implementation of SHF projects. The study was grounded in the Theory of Change, Management by Objective Theory, Adaptive Structuration Theory, and the Theory of Constraints. Employing a descriptive survey design, the research involved a population of 50 SHF projects. Data collection utilized a semi-structured questionnaire, and the analysis was conducted using SPSS, with findings presented through mean scores, standard deviation, and percentages. The findings highlight the critical role of effective communication, comprehensive planning, adequate financing, and robust monitoring and evaluation (M&amp;E) mechanisms in project success. Communication challenges were identified as hindrances to timely project completion, emphasizing the need for improved communication channels and strategies. Planning was deemed essential, but the recognition of inadequate planning as a challenge suggests a need for capacity building and best practice adoption. Financial support was seen as crucial, but there's room for improved assessment by financiers to ensure transparency. M&amp;E processes were acknowledged as integral, yet areas like demonstrating corrective actions and aligning deliverables with objectives need attention for enhanced effectiveness and accountability. Recommendations include enhancing communication channels, bolstering planning capacities, improving financial management practices, and institutionalizing M&amp;E processes. These steps aim to mitigate challenges, optimize resource utilization, and maximize the impact of SHF projects on vulnerable populations in Mogadishu.

Health or environment? Understanding which informative message is more effective in replacing red meat with mushroom-based alternatives

Current concerns regarding the health and environmental consequences associated with excessive meat consumption have underscored the importance of guiding consumers towards more sustainable diets. Given this perspective, this study seeks to evaluate the effectiveness of tailored informative messages in shaping consumer behaviour, particularly within the framework of replacing meat with mushroom-based alternatives. Additionally, it explores the factors influencing informative message effectiveness. An experimental online survey was conducted on a sample of 951 Italian consumers. Specifically, the sample was divided into three groups, of which 309 individuals formed the control group, 311 participants received informative messages on the health risks associated with red meat consumption, and 331 participants received informative messages emphasizing the environmental damages linked to red meat consumption. In both treatments, there was support for mushroom-based alternatives. Analyses included subgroup assessments, tests to verify treatments effectiveness, along with OLS regression to pinpoint variables influencing message effectiveness. The results underscore a fair positive impact of the two informative messages (mean scores: 8.75 for health message; 7.01 for environmental message). Noteworthy psychosocial variables, including lifestyle patterns, nutritional perceptions, and ecological attitudes, emerged as determinants in shaping consumers' food choices. While health-related messages exhibit marked influence, the nuanced landscape of diverse drivers and barriers necessitates judicious communication strategies. These insights bear significance for policymakers, health professionals, and marketers, offering guidance for interventions that effectively influence consumer behaviour toward more sustainable and healthier food practices.