Effective Communication for Sustainable Behavior: Insights from Psychology

Ana Rita Farias (), Bernardo Cruz (), Samuel Domingos (), Catarina Possidónio (), Ana Loureiro (), Eliana Portugal and Sílvia Luís ()
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Ana Rita Farias: Universidade Lusófona, Hei-Lab: Digital Human-environment Interaction Labs
Bernardo Cruz: Universidade Lusófona, Hei-Lab: Digital Human-environment Interaction Labs
Samuel Domingos: Universidade Lusófona, Hei-Lab: Digital Human-environment Interaction Labs
Catarina Possidónio: Universidade Lusófona, Hei-Lab: Digital Human-environment Interaction Labs
Ana Loureiro: Universidade Lusófona, Hei-Lab: Digital Human-environment Interaction Labs
Eliana Portugal: Universidade Lusófona, Hei-Lab: Digital Human-environment Interaction Labs
Sílvia Luís: Universidade Lusófona, Hei-Lab: Digital Human-environment Interaction Labs

A chapter in Sustainability and Social Responsibility of the Media and in the Media, 2026, pp 231-251 from Springer

Abstract: Abstract As global awareness shifts toward environmental sustainability, understanding how to promote sustainable behavior becomes essential. This chapter examines the relationship between fostering sustainable behavior and implementing effective communication strategies, exploring the psychological factors that influence sustainable practices alongside evidence-based policies and interventions. The discussion explores the psychological foundations of sustainable behavior, emphasizing how perceptions of environmental risks and emotional responses drive behavioral change. The chapter underscores the importance of tailored communication strategies that resonate with different cultural contexts and audiences, ensuring the effectiveness and impact of messages. An analysis of barriers to sustainable behavior, such as lack of awareness, perceived high costs, and misinformation, is provided, along with strategies to overcome these challenges. The chapter highlights how effective communication can enhance these efforts. It examines the media’s influence on public perceptions of sustainability and stresses the need for accurate, truthful, and research-based communication. Evidence-based strategies for promoting sustainable behaviors, managing conflicting information, and fostering informed social debate on sustainability are presented. By offering insights into customizing interventions and communication strategies, this chapter aims to optimize the effectiveness of these techniques in various domains. It advocates the importance of tailored communication to achieve sustainability goals, emphasizing that effective communication is a key driver in promoting sustainable behavior and fostering a more sustainable future.

Keywords: Sustainable behavior; Psychological insights; Cultural differences; Environmental action; Behavioral change; Effective communication; Environmental sustainability; Tailored communication; Sustainable Development Goals; Evidence-based recommendations; Climate change; Climate crisis; Eco-friendly practices; Public perception; Risk perception; Risk communication; Attitude–behavior gap; Communication and motivation; Pro-environmental attitudes; Consumer choice; Sustainable communication; Challenges to sustainability; Communication for sustainability; Media communication; Cognitive and emotional responses; Communication innovation; Communication strategies; Communication interventions; Social responsibility; Psychological barriers/psychological obstacles (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-032-00086-6_11

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DOI: 10.1007/978-3-032-00086-6_11

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