The right amount of information for environmental awareness? When the level of visual complexity helps motivate more responsible behavior

Quelle dose informationnelle pour une prise de conscience environnementale ? Quand le niveau de complexité visuelle permet une intention comportementale plus responsable

Ulysse Soulat ()
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Ulysse Soulat: NUDD - Usages du Numérique pour le Développement Durable - ULR - La Rochelle Université

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Abstract: Making sustainable urban mobility more attractive through a self-tracking application could contribute to behavioral change. Marketing research reflects the importance of choosing the right information to convey in order to encourage responsible practices. In this study, we investigate the effect of visual complexity on people's intentions to reduce the carbon footprint of their journeys using a self-tracking application. An experiment involving 362 participants examines the impact of self-tracking on behavioral intentions through the prism of visual complexity. On the one hand, the experiment shows that moderately complex home pages have a positive effect on behavioral intentions. On the other hand, when subjects are subjected to a moderate level of visual complexity (vs. simple or complex), their sense of self-efficacy and intention to use are higher.

Keywords: Mobile application; self-efficacy; visual complexity; responsible behavior; self-tracking; Application mobile; auto-efficacité; complexité visuelle; comportement responsable (search for similar items in EconPapers)
Date: 2023-06-01
New Economics Papers: this item is included in nep-env, nep-exp and nep-nud
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Published in 19ème Congrès de l’ADERSE, EXCELIA Business School, Jun 2023, La Rochelle, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04454382

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