Comunicación sobre el cambio climático: Mejorando la eficacia de campañas públicas

Autores/as

  • María del Carmen Hidalgo Villodres Departamento de Psicología Social, Antropología Social, Trabajo Social y Servicios Sociales. Universidad de Málaga España
  • Fernando Casado Castro Departamento de Psicología Social, Antropología Social, Trabajo Social y Servicios Sociales. Universidad de Málaga España
  • Patricia García-Leiva Departamento de Psicología Social, Antropología Social, Trabajo Social y Servicios Sociales. Universidad de Málaga España

DOI:

https://doi.org/10.24310/espsiescpsi.v7i2.13256

Palabras clave:

comunicación ambiental, cambio climático, actitud proambiental, intención de conducta

Resumen

La investigación sobre cambio climático pone de manifiesto la necesidad de desarrollar campañas más efectivas para aumentar la concienciación de los ciudadanos y su disposición a aceptar las medidas necesarias para poner fin a este fenómeno y cambiar sus comportamientos. Este artículo describe un estudio que analiza la eficacia de un mensaje publicitario que combina variables informativas y motivacionales en relación a la actitud pro-ambiental y la intención de conducta. La muestra consistió en 180 estudiantes universitarios, divididos en dos grupos equivalentes. Los resultados apoyan la hipótesis inicial, los participantes del grupo que reciben pautas específicas de comportamiento (para aumentar la percepción de control) junto con información sobre ahorro económico (variable motivacional), muestran puntuaciones más altas en autoeficacia, actitud proambiental e intención de conducta que el grupo que no las recibe.

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Publicado

2014-09-01

Cómo citar

Hidalgo Villodres, M. del C., Casado Castro, F., & García-Leiva, P. (2014). Comunicación sobre el cambio climático: Mejorando la eficacia de campañas públicas. Escritos De Psicología - Psychological Writings, 7(2), 28–35. https://doi.org/10.24310/espsiescpsi.v7i2.13256

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Informes de investigación