Analysing emotions through a communication action on plastic cups’ disposal and use

Authors

  • Andressa D'Agostin Universidade de Passo Fundo (UPF) https://orcid.org/0000-0002-1611-7081
  • Janine Fleith de Medeiros Universidade de Passo Fundo (UPF) Universidade Federal do Rio Grande do Sul (UFRGS)
  • Ana Cristina Vendrametto Varrone Giacomini Universidade de Passo Fundo (UPF)

DOI:

https://doi.org/10.5380/dma.v56i0.70331

Keywords:

single-use plastics, waste disposal, pro-environmental behavior, environmental concern, emotion

Abstract

The prevention of waste generation, especially single-use plastics, is currently a critical issue. The main objective of this paper is to analyze students' perceptions regarding different advertisements aimed at promoting pro-environmental behavior based on different emotional appeals. To reach it, the students were exposed to the proposed pieces, and later data were analyzed using descriptive statistics and analysis of variance. The results show that environmental concern is the most appealing and sensitizing factor for most students. Besides, respondents’ age and area of knowledge of the respondents' course showed to influence their choice. This research concluded that acting directly on the aspects of emotion and intention is an essential step for the induction of more environmental behaviors. Its contributions recur in the area of environmental psychology, with applications in the area of marketing and consumer behavior, being contextualized in theoretical frameworks that suggest several paths for future research.

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Published

2021-05-19

How to Cite

D’Agostin, A., de Medeiros, J. F., & Giacomini, A. C. V. V. (2021). Analysing emotions through a communication action on plastic cups’ disposal and use. Desenvolvimento E Meio Ambiente, 56. https://doi.org/10.5380/dma.v56i0.70331

Issue

Vol. 56 (2021)

Section

Articles

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