Reducing the Use of Disposable Plastics through Public Engagement Campaigns: An Experimental Study of the Effectiveness of Message Appeals, Modalities, and Sources

Marko M. Skoric, Nan Zhang, Juma Kasadha, Chun Hong Tse and Jing Liu
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Marko M. Skoric: Department of Media and Communication, City University of Hong Kong, Hong Kong 999077, China
Nan Zhang: School of Journalism and Communication, Xiamen University, Xiamen 361005, China
Juma Kasadha: Department of Media and Communication, City University of Hong Kong, Hong Kong 999077, China
Chun Hong Tse: School of Journalism and Communication, The Chinese University of Hong Kong, Hong Kong 999077, China
Jing Liu: Department of Economics, Hong Kong Baptist University, Hong Kong 999077, China

IJERPH, 2022, vol. 19, issue 14, 1-20

Abstract: This study examines how different ways of presenting information about the ecological threats stemming from the use of disposable plastics may affect people’s willingness to reduce their use. To test our hypotheses, we used a 2 × 3 × 2 between-subjects experimental design, utilizing a sample of 1001 Hong Kong residents. The independent variables tested included: (a) message frame (gain vs. loss), (b) modality (text vs. image vs. infographic), and (c) information source (government vs. non-governmental organization). The findings demonstrate that the loss frame was more effective than the gain frame in persuading participants to reduce the use of disposable plastics. Furthermore, compared to image-based messages, text-based and infographic-based messages were more effective in promoting the reduction in the use of disposable plastics. For information sources, however, we found no main effect on behavioral intentions. However, this study still suggests an interaction effect of the loss frame and NGO source, as well as the interaction between text-based modality and government source, both leading to more positive outcomes. Furthermore, the study reveals that negative emotional responses mediate the effect of media frames on behavioral intentions. The findings offer useful insights for designing more effective communication campaigns aimed at curbing the use of disposable plastics.

Keywords: single-use plastics; disposable plastics; message framing; experiment (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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