Resolving the Do/Do Not Debate: Communication Perspective to Enhance Sustainable Lifestyles

Donghee N. Lee, Myiah J. Hutchens and Janice L. Krieger
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Donghee N. Lee: Division of Preventive and Behavioral Medicine, Department of Population and Quantitative Health Sciences, University of Massachusetts Medical School, Worcester, MA 01605, USA
Myiah J. Hutchens: Department of Public Relations, College of Journalism and Communications, University of Florida, Gainesville, FL 32611, USA
Janice L. Krieger: STEM Translational Communication Center, University of Florida, Gainesville, FL 32611, USA

Sustainability, 2022, vol. 14, issue 2, 1-14

Abstract: Clear and memorable environmental messaging has been scarce. Recycling contamination is an urgent environmental concern because the public is confused about which items can and cannot be recycled. Environmental campaigns utilizing message framing, a method used to emphasize either the benefits of performing or loss of avoiding an action, may help combat this problem. We conducted an online study ( n = 1199) and randomly assigned participants to view positively or negatively framed (do vs. do not) messages. Results revealed that participants who viewed negative messages with do not descriptors increased recycling intention, mediated by increased recycling contamination knowledge and recycling efficacy (95% CI: 0.03, 0.08). The findings suggest that recycling instructions may be more effective when messages are framed negatively using inhibitive descriptors. Results of this study can inform development of environmental campaigns to improve sustainable lifestyles.

Keywords: recycling contamination; RCT; science communication; message framing; prospect theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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