Theory of Reasoned Action as a Framework for Communicating Climate Risk: A Case Study of Schoolchildren in the Mekong Delta in Vietnam

Quynh Anh Nguyen, Luc Hens, Charlotte MacAlister, Lester Johnson, Boripat Lebel, Sinh Bach Tan, Hung Manh Nguyen, The Ninh Nguyen and Louis Lebel
Additional contact information
Quynh Anh Nguyen: National Institute for Science and Technology Policy and Strategy Studies (NISTPASS), 38 Ngo Quyen, Hanoi 100000, Vietnam
Luc Hens: Campus de Campolide, Universidade of Nova De Lisboa, 1099-085 Lisboa, Portugal
Charlotte MacAlister: International Development Research Centre (IDRC), 150 Kent Street, Ottawa, ON CA1P 0B2, Canada
Lester Johnson: Department of Management and Marketing, Swinburne University of Technology, Hawthorn, VIC 3122, Australia
Boripat Lebel: Unit for Social and Environmental Research (USER), School of Public Policy, Chiang Mai University, 239 Huay Kaew Road, Muang District, Chiang Mai 50200, Thailand
Sinh Bach Tan: National Institute for Science and Technology Policy and Strategy Studies (NISTPASS), 38 Ngo Quyen, Hanoi 100000, Vietnam
Hung Manh Nguyen: Winrock International, 98 To Ngoc Van, Hanoi 100000, Vietnam
The Ninh Nguyen: Faculty of Marketing, Thuongmai University, 79 Ho Tung Mau, Hanoi 100000, Vietnam
Louis Lebel: Unit for Social and Environmental Research (USER), School of Public Policy, Chiang Mai University, 239 Huay Kaew Road, Muang District, Chiang Mai 50200, Thailand

Sustainability, 2018, vol. 10, issue 6, 1-14

Abstract: Communicating climate risks to vulnerable groups motivating them to take adaptive actions remains a significant challenge in many populations, especially to children. The theory of reasoned action (TRA) suggests that attitude and subjective norms are important for persuasive communication. This study assesses how to apply TRA, its constructs and other relevant factors to predict behavior intention and beliefs and to change behavior tendency. The randomized field experiment method was applied to explore the differences between pre- and post-communication treatments (2 × 2 design). Can Tho city, located in the Mekong Delta of Vietnam, was selected as the research context because of its vulnerability to climate change. The results show that, first, TRA was found to be a significant predictor model of children’s climate change behavior intentions. Second, attitude has a significant effect on the children’s intention to act while videos with subjective norm treatment had not. The treatment interaction of both constructs also had a significant effect. Third, TRA theory-based treatments are positively associated with changes in children’ salient beliefs on attitude and normative belief on social norm toward climate change. In addition, past practices, knowledge and gender are further factors that influence children’s behavior intentions. A theory-inspired design of communication strategy allows the prediction and influencing of intentions. This finding has strong implications for both research and development in Vietnam.

Keywords: theory of reasoned action; attitude; subjective norm; intention; schoolchildren; climate change adaptation; past behavior; climate change communication; Vietnam (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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