The Role of Organizational Perception,Perceived Consumer Effectiveness and Self-efficacy in Recycling Advocacy Advertising Effectiveness

Previous academic research into how consumers evaluate advocacy advertising identified many possible paths involving potentially reflexive effects on how people perceive an advocacy advertising sponsor, the advocated issue and themselves. This paper has examined one possible scenario within this complicated phenomenon: that of advertising advocating a specific environmental consumer action, recycling. In the specific context of this study, structural equation modelling demonstrated clear causal relationships among consumer perceptions of the recycling advertisements’ sponsoring organization, consumer self-efficacy and perceived consumer effectiveness of complying with the advocated issue (recycling behaviour). These factors were shown to impact specific advocacy advertising goals (termed message effectiveness in this study) such as behavioural intention toward the advocated recycling issue and perceived changes in how consumers evaluate the sponsoring organization.     

Three Dimensions of Social Media Messaging Success by Environmental NGOs

Studies show that NGOs persist in using social media to impart unidirectional messages rather than taking advantage of the participatory nature of networked media. Fear of a loss of message control may be at the heart of NGOs’ desire to keep social media messages on track. The current study examines the success of an environmental NGO in keeping its social media messages under control using quantitative content analysis of an NGO-promoted hashtag, #climatemarch, during a United Nations conference on climate change in 2015. Three dimensions of social media message success – volume, topic/valence, and participants – are proposed.     

First-Person Effects of Emotional and Informational Messages in Strategic Environmental Communications Campaigns

This study examined the first- and third-person effects of emotional and informational messages, particularly relating to the critical issue areas of energy, the environment, and global warming. Due to intense political polarization on such issues, it also explored the role of political party identification. The results of an experiment indicated that informational messages about the environment produced third-person effects, while environmental advertisements meant to evoke emotion caused first-person effects. Moreover, emotional environmental advertisements appealed more to Republicans and those who did not support a political party. As such, indirect, emotional messages appear to represent an opportunity for strategic environmental communicators to design campaigns that resonate with potentially unreceptive audiences.     

Optimizing Messaging to Reduce Red Meat Consumption

Red meat production has a range of negative environmental impacts. We sought to characterize the motivations, environmental attitudes and demographics of red meat-eaters, and examine the effect of message framing in reducing future meat consumption. Canadian adult meat-eaters (593) completed a survey and were randomly assigned to one of six message treatments that presented information on the environmental impacts of meat production using frames representing social norms and/or place identity constructs. Taste and quality were the most important motivators for eating meat, while moral/ethical factors were the least. Forty-nine percent of respondents indicated they would reduce red meat intake after exposure to an information only message, while the social norms frame was more effective than others (χ2). Awareness of the environmental effects increased significantly after messaging for all 13 impacts. These findings should assist communicators with designing more effective messaging aimed at encouraging pro-environmental behaviours associated with meat consumption.     

Food for Thought: Audience Engagement with Sustainability Messages in Branded Content

Branded platforms are a growing “gray-zone” of marketing and media messages, in which corporations and news journalists partner to create content that supports strategic corporate goals while aligning with a publication’s scope of editorial coverage. As corporations are key influencers of and contributors to environmental communication, this trend has the potential to change environmental dialogue. In this article, we closely examine messages about food and sustainability, created in partnership by Chipotle Mexican Grill and the Huffington Post news site. We illustrate how use of a branded platform expanded the scope of environmental topics, issues, and frames that Chipotle addresses, how frames identified here connect to frames in coverage of science-related issues, as identified by other scholars, and discuss how branded platforms allow corporations to draw attention to polarizing environmental issues while protecting stakeholder relationships and brand reputation.     

Green Screen or Smokescreen? Hollywood's Messages about Nature and the Environment

This paper examines ideologies about nature and the environment in popular, animated Hollywood films—including The Lorax, Wall-E, and Ice Age 2—through a symptomatic reading. The primary goal of the analysis is to elucidate key omissions in these texts through an assessment of the problematic—defined in this research as an a-priori answer to perceived audience concerns regarding the role of consumerism and corporate culture in environmental problems. Silences in the films revolve around: how environmental problems are defined; what the consequences are; who the responsible parties are; and what potential solutions exist to mitigate them. The significance of the research is underscored by the formation of an increasingly intimate relationship between children, consumer culture, and commercial media in the USA, as well as the increasingly dire information emerging about global environmental issues. This analysis reveals the dual, often conflicting, messages that commercial film provides for its young audiences about pivotal environmental problems and their potential resolution.     

Sustainable development in four Swedish communities priorities, responsibility, empowerment

The aims were to identify sustainable development priorities and perceived responsibility of sustainable development issues. Differences in opinions between politicians, officials, environmental representatives and the public in four Swedish municipalities were analysed. Sustainable development issues were perceived as more important on the global level than on the municipal and family levels. Among the most important issues on both the global and family levels were clean air, fresh water, and health, whereas decision-making, co-operation, and participation were considered most important on the municipal level. The highest responsibility for sustainable development issues was placed on governments and global organizations and the lowest on the individual. The public felt less individual responsibility and less possibility to influence than did the other groups. The correlation between importance and responsible on municipal and world levels was high but low on the individual level. The responsibility for the most important issue on the family level (clean air) was placed on governments and global organizations. An attitude change is needed to increase responsibility for issues ranked low on individual responsibility. To further raise the awareness of global sustainable development issues, an increased concentration on locally based international co-operation projects is suggested.     

Locating Co-presence in Media Messages about Global Warming

This paper responds to recent calls for alternative approaches to the analysis of environmental communication that uncover overlooked voices in the discussion of environmental issues. Borrowing core principles from critical rhetoric, it suggests a way to categorize media messages according to how human–nature relationships are constructed in media discourse. The paper illustrates how, in presenting contrasting and often oppositional constructions of human–nature relationships, the media messages examined articulate three recurrent (but not equal) discourses on global warming. These discourses include (1) nature-as-out-of-reach discourse, (2) nature-as-antagonist discourse, and (3) nature-as-co-present discourse. By juxtaposing these discourses, the paper shows how environmental communication scholars can engage in critical realism and political advocacy to illuminate latent public discourse that holds the potential to champion marginalized voices of nature and accentuate the interconnectedness of humans and the environment.     

Issue Cycles in Corporate Sustainability Reporting: A Longitudinal Study

Issue cycles in media reporting and in the coverage of environmental news in particular have been studied since the 1970s. This study seeks to extend existing theory on issue-attention lifecycles from the news-media domain to the corporate domain by exploring how companies operationalize environmental sustainability over time. Using computer-assisted text analysis, this study investigates 744 corporate environmental reports in a 10-year longitudinal design in order to study how the attention that companies pay to a set of 13 environmental issues shifts over this period. The results indicate discernible issue cycles for almost all of the issues studied. Some issues are in a phase of heightened awareness, others in a punctuated equilibrium following specific events, and even others in a phase of decline. The issue cycles identified suggest that companies pursue their environmental strategies consistently, but shift attention to particular issues as a response to high-profile environmental events. Policy-makers therefore need to be aware of the slowness of changes in corporate environmental strategies.     

Economic Conditions,the Policy Cycle,and Media Visibility of Environmental Organizations

The extent to which social movements have access to the news media has important implications on the capability of social movements to communicate with and garner support from the public. Factors that shape movement organizations' media visibility thus deserve scholarly attention. This article deals with news coverage of environmental movement organizations (EMOs) in Hong Kong and focuses on the impact of economic conditions, the policy cycle, and the number of EMOs in society on media visibility of EMOs. Analysis of a data-set constructed based on archival data and official statistics illustrates that all three factors influence media visibility of EMOs through media attention to environmental issues, while the number of EMOs and economic conditions also affect media visibility of EMOs directly. In-depth interview data are then used to supplement the quantitative analysis by showing how movement activists perceive and respond strategically to the structural factors. Theoretical implications of the findings are discussed.     

Running Out of Water! Developing a Message Typology and Evaluating Message Effects on Attitude Toward Water Conservation

In three phases, this study identifies and evaluates the major messages being used in communication campaigns focused on the ongoing drought in California. A literature review in Phase 1 resulted in a typology of 12 message strategies. Following this typology, trained coders in Phase 2 evaluated water conservation messages (N?=?100) to determine whether each message utilized one or multiple strategies. The results revealed various frequencies of strategy application; and a correlational analysis rendered a pattern of strategy use in combinations. Phase 3 focused on a controlled message experiment applying the three most relevant strategies: conservation tips, loss aversion, and evidence of drought. Analysing data sampled from California residents (N?=?180), conservation messages, regardless of the strategy, led to attitude change in a negative direction. Additional analyses revealed interesting patterns of combinatorial strategy effects. The results call for a re-examination of message strategies as they may lead to several unfavourable outcomes.     

Variation in perception of environmental change in nine Solomon Islands communities: implications for securing fairness in community-based adaptation

Community-based approaches are pursued in recognition of the need for place-based responses to environmental change that integrate local understandings of risk and vulnerability. Yet the potential for fair adaptation is intimately linked to how variations in perceptions of environmental change and risk are treated. There is, however, little empirical evidence of the extent and nature of variations in risk perception in and between multiple community settings. Here, we rely on data from 231 semi-structured interviews conducted in nine communities in Western Province, Solomon Islands, to statistically model different perceptions of risk and change within and between communities. Overall, people were found to be less likely to perceive environmental changes in the marine environment than they were for terrestrial systems. The distance to the nearest market town (which may be a proxy for exposure to commercial logging and degree of involvement with the market economy), and gender had the greatest overall statistical effects on perceptions of risk. Yet, we also find that significant environmental change is underreported in communities, while variations in perception are not always easily related to commonly assumed fault lines of vulnerability. The findings suggest that there is an urgent need for methods that engage with the drivers of perceptions as part of community-based approaches. In particular, it is important to explicitly account for place, complexity and diversity of environmental risk perceptions, and we reinforce calls to engage seriously with underlying questions of power, culture, identity and practice that influence adaptive capacity and risk perception.

     

No Meat,Less Meat,or Better Meat: Understanding NGO Messaging Choices Intended to Alter Meat Consumption in Light of Climate Change

This paper examines the factors shaping non-governmental organization (NGO) messaging decisions on how meat consumption should be altered in light of climate change. In particular, we sought to understand the relative absence of messages promoting meat-free diets and the decision of some NGOs to pair meat reduction messages with messages encouraging consumers to switch to meat from ruminant grass-fed animals. Interviews were conducted with 27 staff members from environmental, food-focused, and animal protection NGOs from the USA, Canada, and Sweden. While strategic considerations consistently led to the use of modest messages for meat reduction, NGO missions were also key to shaping the specifics of messaging goals. The relatively low personal comfort levels that some NGO staffers held toward meat-free diets also led to the use of more modest requests for meat reduction. Findings highlight the complex nature of the factors underlying the environmental communication messages of NGOs.     

“Degrowth” vs. Other Types of Growth: Labeling Affects Emotions but Not Attitudes

Questioning the compatibility of economic growth and environmental sustainability, some scholars and activists call for a degrowth strategy. This idea presents an attack on the economic growth paradigm, and it has thus raised considerable attention. Yet, although many agree with questioning economic growth, a debate continues as to whether the term “degrowth” is (dis)advantageous in wider public communications. This debate, however, lacks empirical evidence. Here, we present two studies on how “degrowth” is perceived compared to other relevant terms. In Study 1, we show that “degrowth” elicits more negative affective and emotional reactions compared to “post-growth” and “prosperity without growth.” In Study 2, we find that the effects of labeling on attitudes and voting intentions toward a sustainable economy are relatively small. These initial results suggest that “degrowth” may evoke somewhat more negative emotional reactions than similar terms, but this may not have significant consequences. We discuss the results and draw implications for communication and further research.     

Farmers’ perception and adaptation to climate change: a case study of Sekyedumase district in Ghana

Climate change is projected to have serious environmental, economic, and social impacts on Ghana, particularly on rural farmers whose livelihoods depend largely on rainfall. The extent of these impacts depends largely on awareness and the level of adaptation in response to climate change. This study examines the perception of farmers in Sekyedumase district of Ashanti region of Ghana on climate change and analyzes farmers’ adaptation responses to climate change. A hundred and eighty farming households were interviewed in February and October 2009. Results showed that about 92% of the respondents perceived increases in temperature, while 87% perceived decrease in precipitation over the years. The major adaptation strategies identified included crop diversification, planting of short season varieties, change in crops species, and a shift in planting date, among others. Results of logit regression analysis indicated that the access to extension services, credit, soil fertility, and land tenure are the four most important factors that influence farmers’ perception and adaptation. The main barriers included lack of information on adaptation strategies, poverty, and lack of information about weather. Even though the communities are highly aware of climate issues, only 44.4% of farmers have adjusted their farming practices to reduce the impacts of increasing temperature and 40.6% to decreasing precipitation, giving lack of funds as the main barrier to implementing adaptation measure. Implications for policymaking will be to make credit facilities more flexible, to invest in training more extension officers and more education on climate change and adaptation strategies.     

Just Turn on the Faucet: A Content Analysis of PSAs About the Global Water Crisis on YouTube

Water is essential for human life, yet safe drinking water is a limited resource. Critical to fighting the global water crisis are public awareness campaigns, including Public Service Announcements (PSAs). While YouTube has become a popular medium for disseminating prosocial content such as PSAs, environmental communication efforts on this platform remain largely uninvestigated. This study examines the content and characteristics of global water crisis PSAs on YouTube by applying two communication models: the Extended Parallel Process Model, and the Elaboration Likelihood Model. These models are used to evaluate the potential effectiveness of the PSAs. Content analysis reveals that threat messages often outweigh efficacy messages in the videos, central route processing cues are more prevalent than peripheral route cues, and a focus on quality or quantity issues differed by sponsoring organization (non-profit, for-profit, government). Implications and avenues for potential future research are discussed.     

Discrete-choice experiments valuing local environmental impacts of renewables: two approaches to a case study in Portugal

Despite the often mentioned environmental benefits associated with transition from fossil fuels to renewable energy sources, their use for electricity production has non-negligible negative environmental impacts. The most commonly mentioned in surveys concern different types of landscape impacts, impacts on the fauna and flora, and noise. These impacts differ by size and location of plants, and by source of energy, rendering the policy decision complex. In addition, there are other welfare issues to take into consideration, as positive and negative environmental impacts are not evenly distributed among population groups. This paper proposes to compare the welfare impacts of renewable energy sources controlling for the type of renewable as well as the specific environmental impact by source. To this end, two discrete-choice experiments are designed and applied to a national sample of the Portuguese population. In one case, only individual negative impacts of renewables are used, and in another case, the negative impacts interact with a specific source. Results show the robustness of discrete-choice experiments as a method to estimate the welfare change induced by the impacts of renewable energy sources. Overall, respondents are willing to pay to reduce the environmental impacts, thus making compensation for local impacts feasible. Moreover, the estimations reveal that respondents are significantly sensitive to the detrimental environmental effects of specific renewable energy sources, being willing to pay more to use these sources of energy relative to others.     

Examining the Impact of Expert Voices: Communicating the Scientific Consensus on Genetically-modified Organisms

Scholars are divided over whether communicating to the public the existence of scientific consensus on an issue influences public acceptance of the conclusions represented by that consensus. Here, we examine the influence of four messages on perception and acceptance of the scientific consensus on the safety of genetically modified organisms (GMOs): two messages supporting the idea that there is a consensus that GMOs are safe for human consumption and two questioning that such a consensus exists. We found that although participants concluded that the pro-consensus messages made stronger arguments and were likely to be more representative of the scientific community’s attitudes, those messages did not abate participants’ concern about GMOs. In fact, people’s pre-manipulation attitudes toward GMOs were the strongest predictor of of our outcome variables (i.e. perceived argument strength, post-message GMO concern, perception of what percent of scientists agree). Thus, the results of this study do not support the hypothesis that consensus messaging changes the public’s hearts and minds, and provide more support, instead, for the strong role of motivated reasoning.     

Poverty,environment and economic growth: exploring the links among three complex issues with specific focus on the Pakistan’s case

Eradicating poverty, reducing environmental degradation and achieving sustainable economic growth are some of the major macroeconomic goals of Pakistan. There are, however, serious interlinkages among these issues. The present paper investigates these linkages and the existing evidence for Pakistan and other countries. The aim of the paper is to examine and test some hypotheses and answer some questions regarding poverty-environment-nexus in Pakistan. The paper uses secondary data and information to probe into these linkages. The paper finds that poverty leads to environmental degradation is a common belief but it is not clearly supported by evidence. What is more strongly supported by evidence is the fact that environmental degradation hurts more the poor. There is a need of studies that deal with the social and environmental impacts of specific factors, and a need of a better understanding of institutional dynamics. More understanding on how levels and changes in poverty relate to changes in environmental quality is needed. There is a need to understand how the levels and rates of change vary with poverty. There is a need to know how and where the changes are taking place. More research is needed on the effects of changes in the population and the dynamics of institutional development. It has been showed that low income groups are the most affected when environmental degradation occur, but not enough information available in Pakistan on the mechanisms. There is a need of empirical studies regarding effect on poor relative to non-poor. More understanding on how poor people depend on, interact with and use their environment in rural and urban areas is needed. Ideally, in Pakistan, we would need to relate data gathered in an area with socio-economic data from the same area, answering this way to questions such as, to what extent are different income groups affected by resource degradation? And, by pollution? Finally, Pakistan should apply open minded and innovative policies in order to take advantage of the many existing opportunities. Some suggestions are eco-labeling schemes, organic practices, fair trade and so forth. Very little research has been conducted in developing countries, especially in Pakistan on the issues involving poverty, environment and development. The present study is an attempt in this regard. The results of the study are expected to assume pivotal importance for policy makers, academics and other researchers. It may help policy makers how to design policy to ensure poverty alleviation vis-à-vis environmental conservation. It may also help academicians to understand the complex poverty-environment-growth nexus. It will also open new avenues for further research in this area.