Communicating climate change: Improving the effectiveness of public campaigns

María del Carmen Hidalgo Villodres; Fernando Casado Castro; Patricia García-Leiva

doi:10.24310/espsiescpsi.v7i2.13256

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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