One size fits none: tailoring messages to communicate environmental threats

Pardon, Madelyn, Swinbourne, Anne, and McShane, Connar (2019) One size fits none: tailoring messages to communicate environmental threats. The International Journal of Environmental Sustainability, 15 (2). pp. 23-33.

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This research aimed to understand peoples' perceptions of environmental threats to inform threat message construction and branch away from the previous 'one size fits all' approach to environmental campaigns. The study used a health decision making model (Extended Parallel Process Model) to cluster individuals based on common cognitive characteristics. The research focused on the context of water security in the drought declared region of Townsville, North Queensland (Australia), where water use was monitored and restricted. A sample of 363 participants were recruited from this region. Participants completed an online survey which asked questions relating to water usage behaviours, perceptions relating to how the water restrictions were communicated, as well as the concerns regarding water security at the time and in the future. Three cluster groups were constructed based on EPPM variables (perceived self-efficacy, perceived response-efficacy and perceived threat). Each group was significantly different in terms of levels of water saving behaviour. This research informs a more targeted approach to the communication of environmental threats, such a drought, with the aim of increasing the sustainability of the natural resource.

Item ID: 61118
Item Type: Article (Research - C1)
ISSN: 2325-1085
Keywords: Water Sustainability; Extended Parallel Process Model; EPPM; Environmental Behaviour; Clusters
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Copyright Information: Available under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public License (CC BY-NC-ND 4.0). The use of this material is permitted for non-commercial use provided the creator(s) and publisher receive attribution. No derivatives of this version are permitted. Official terms of this public license apply as indicated here:
Date Deposited: 02 Apr 2020 23:31
FoR Codes: 52 PSYCHOLOGY > 5205 Social and personality psychology > 520505 Social psychology @ 100%
SEO Codes: 96 ENVIRONMENT > 9609 Land and Water Management > 960912 Urban and Industrial Water Management @ 25%
97 EXPANDING KNOWLEDGE > 970117 Expanding Knowledge in Psychology and Cognitive Sciences @ 75%
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