Public Messaging and Behavior Change Systems for Circular Economies

Details

• Creators:
  Mishra, Sabyasachee ; Aravind, Avani ; Agrawal, Aman
• Corporate Creators:
  University of Memphis
• Corporate Contributors:
  Tennessee. Department of Transportation ; United States. Department of Transportation. Federal Highway Administration
• Subject/TRT Terms:
  • Recycled materials
  • Messages
  • Roadside
  • Litter
  • Economic growth
  • Socioeconomic factors
  • Behavior
  • Policy making
  • Circular Economy
  • Message Framing
• Publication/ Report Number:
  RES: 2024-01
• Resource Type:
  Tech Report
• Geographical Coverage:
  United States
• Corporate Publisher:
  Tennessee. Department of Transportation
• Abstract:
  This study investigates the effectiveness of positive message framing in fostering sustainable behaviors, particularly in the context of litter prevention and circular economies. Focusing on the principles of Reduce, Reuse, and Recycle (3R), as well as anti-littering initiatives, the research evaluates public messaging strategies designed to influence behavior change and address environmental challenges. A Sustainability Awareness Index (SAI) was developed to assess baseline knowledge, followed by a randomized control trial in Tennessee, USA. Three message-framing treatments, Anthropomorphic, Behavioral Impact, and Economic Gain, were tested for their effectiveness in promoting sustainable practices. Emotional appeals such as awe with anthropomorphism, power, and humor were also incorporated into anti-littering messages within hypothetical scenarios involving technological innovations, such as GPS-based applications displaying trash can locations. The findings indicate that Anthropomorphic and Behavioral Impact framings significantly increased engagement in 3R behaviors, while all messaging approaches enhanced anti-littering behaviors. Key psychological factors, such as altruistic values and self-efficacy, emerged as critical predictors of pro-environmental actions. Additionally, higher SAI scores strongly correlated with greater adoption of sustainable practices and improved message effectiveness. The study underscores the importance of tailored interventions that consider demographic, socioeconomic, and psychological factors to bridge the gap between awareness and action. These insights offer valuable guidance for policymakers and stakeholders in designing targeted communication strategies to mitigate the impacts of roadside littering and foster a culture of sustainability.
• Format:
  PDF
• Funding:
  RES2024-01
• Download URL:
  https://rosap.ntl.bts.gov/view/dot/92823/dot_92823_DS1.pdf
• File Type:
  [PDF - 3.18 MB]
• Collection(s):
  US Transportation Collection
• Main Document Checksum:
  urn:sha-512:6ad2f2120cd58ee1e79700c4747a91fe893de028e91775cd5a2a51d4f2a1706670fd5e95b46aa46557af5de265a5e09a71d2b83571828a480f3b8eb53a04175a