The Effect of Information Provision on Pro-Environmental Behaviors
Affiliation(s)
1 Department of Urban Engineering, The University of Tokyo, Tokyo, Japan. 2 Research Center for Advanced Science and Technology, The University of Tokyo, Tokyo, Japan.
1 Department of Urban Engineering, The University of Tokyo, Tokyo, Japan. 2 Research Center for Advanced Science and Technology, The University of Tokyo, Tokyo, Japan.
ABSTRACT
To reduce the environmental load of the household sector, it is important to enhance people’s pro-environmental behaviors (PEBs). Information provision has been considered as one of the possible methods for fostering PEBs. However, previous studies have seldom discussed what type of information is most appropriate for the target behavior. Effective media through which to provide such information should be also discussed. In order to identify the most effective such information, as well as the effectiveness of free papers as media through which to disseminate it, environmental information regarding two behaviors—“My Cup” and “Carbon Cashbag”—was provided through online questionnaires and free papers. Even though the same information was provided in both sources, it was found that the effectiveness of the content depended on the target behavior and region. As lack of information was one of the barriers to “Carbon Cashbag” behavior, it was found that the provision of very basic information improved the intention and practice of the behavior. Higher scores for intention and practice were observed when information was provided through free papers, which could therefore be considered as effective media through which to deliver information about PEBs.
To reduce the environmental load of the household sector, it is important to enhance people’s pro-environmental behaviors (PEBs). Information provision has been considered as one of the possible methods for fostering PEBs. However, previous studies have seldom discussed what type of information is most appropriate for the target behavior. Effective media through which to provide such information should be also discussed. In order to identify the most effective such information, as well as the effectiveness of free papers as media through which to disseminate it, environmental information regarding two behaviors—“My Cup” and “Carbon Cashbag”—was provided through online questionnaires and free papers. Even though the same information was provided in both sources, it was found that the effectiveness of the content depended on the target behavior and region. As lack of information was one of the barriers to “Carbon Cashbag” behavior, it was found that the provision of very basic information improved the intention and practice of the behavior. Higher scores for intention and practice were observed when information was provided through free papers, which could therefore be considered as effective media through which to deliver information about PEBs.
KEYWORDS
Information Provision, Information Content, Media, Free Papers, Pro-Environmental Behaviors
Information Provision, Information Content, Media, Free Papers, Pro-Environmental Behaviors
Cite this paper
Lee, H. , Kurisu, K. and Hanaki, K. (2015) The Effect of Information Provision on Pro-Environmental Behaviors. Low Carbon Economy, 6, 30-40. doi: 10.4236/lce.2015.62005.
Lee, H. , Kurisu, K. and Hanaki, K. (2015) The Effect of Information Provision on Pro-Environmental Behaviors. Low Carbon Economy, 6, 30-40. doi: 10.4236/lce.2015.62005.
References
[1] Lee, H., Kurisu, K. and Hanaki, K. (2013) Influential Factors on Pro-Environmental Behaviors—A Case Study in Tokyo and Seoul. Low Carbon Economy, 4, 104-116. http://dx.doi.org/10.4236/lce.2013.43011 [2] Kurisu, K.H. and Bortoleto, A.P. (2011) Comparison of Waste Prevention Behaviors among Three Japanese Megacity Regions in the Context of Local Measures and Socio-Demographics. Waste Management, 31, 1441-1449. http://dx.doi.org/10.1016/j.wasman.2011.03.008 [3] Cialdini, R.B., Reno, R.R. and Kallgren, C.A. (1990) A Focus Theory of Normative Conduct: Recycling the Concept of Norms to Reduce Littering in Public Places. Journal of Personality and Social Psychology, 58, 1015-1026. http://dx.doi.org/10.1037/0022-3514.58.6.1015 [4] Schultz, P.W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J. and Griskevicius, V. (2007) The Constructive, Destructive, and Reconstructive Power of Social Norms. 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(1986) Informing and Educating the Public about Risk. Risk Analysis, 6, 403-415. http://dx.doi.org/10.1111/j.1539-6924.1986.tb00953.x [10] Staats, H.J., Wit, A.P. and Midden, C.Y.H. (1996) Communicating the Greenhouse Effect to the Public: Evaluation of a Mass Media Campaign from a Social Dilemma Perspective. Journal of Environmental Management, 46, 189-203. http://dx.doi.org/10.1006/jema.1996.0015 [11] Davies, A.R. (2008) Civil Society Activism and Waste Management in Ireland: The Carranstown Anti-Incineration Campaign. Land Use Policy, 25, 161-172. http://dx.doi.org/10.1016/j.landusepol.2007.04.002 [12] Driedger, S.M. (2007) Risk and the Media: A Comparison of Print and Televised News Stories of a Canadian Drinking Water Risk Event. Risk Analysis: An Official Publication of the Society for Risk Analysis, 27, 775-786. http://dx.doi.org/10.1111/j.1539-6924.2007.00922.x [13] Hirose, Y. (2008)Extend the Pro-Environmental Behavior through Communication. In: Hirose, Y., Ed., Social Psychology of Pro-Environmental Behavior, Kitaohjisyobou, 52-61. [14] Nonami, H., Sugiura, J., Ohnuma, S., Yamakawa, H. and Hirose, Y. (1997)The Roles of Various Media in the Decision Making Processes for Recycling Behavior—A Path Analysis Model. The Japanese Journal of Psychology, 68, 264-271. http://dx.doi.org/10.4992/jjpsy.68.264 [15] Hirose, Y. (1994)Determinants of Environment-Conscious Behavior.The Japanese Society of Social Psychology, 10, 44-55. [16] Owens, S. (2000) “Engaging the Public”: Information and Deliberation in Environmental Policy. Environment and Planning A, 32, 1141-1148. http://dx.doi.org/10.1068/a3330 [17] Jensen, B.B. (2002) Knowledge, Action and Pro-Environmental Behaviour. Environmental Education Research, 8, 325-334. http://dx.doi.org/10.1080/13504620220145474 [18] Kaiser, F.G. and Fuhrer, U. (2003) Ecological Behavior’s Dependency on Different Forms of Knowledge. Applied Psychology, 52, 598-613. http://dx.doi.org/10.1111/1464-0597.00153 [19] Yi, K., and Sung, Y. (2007) What to Read in the Morning? A Niche Analysis of Free Daily Papers and Paid Papers in Korea. International Journal on Media Management, 9, 164-174. http://dx.doi.org/10.1080/14241270701634155 [20] Ohta, H. and Fuji, S. (2007)An Experimental Study on Effects of Providing Objective Information about Reduction of CO2 Emission Due to Pro-Environmental Behavior. Journal of Japan Society of Civil Engineers, 63, 159-167. [21] Shimpo, Y., Nakatani, J., Kurisu, K. and Hanaki, K. (2012)Life-Cycle Assessment of Household Waste Prevention Behaviors. Japanese Journal of Society of Environmental Science, 25, 95-105. [22] Bakker, P. (2002) Free Daily Newspapers-Business Models and Strategies. International Journal on Media Management, 4, 180-187. http://dx.doi.org/10.1080/14241270209389998 [23] Picard, R.G. (2001) Strategic Responses to Free Distribution Daily Newspapers. International Journal on Media Management, 3, 167-172. http://dx.doi.org/10.1080/14241270109389962 [24] Levie, W.H. and Lentz, R. (1982) Effects of Text Illustrations: A Review of Research. Educational Technology Research and Development, 30, 195-232. [25] Ohsaku, M. and Kamikado, H. (2007) Literacy Relating to the Proper Use for the Data, Which Exist on Web Sites. The Japanese Journal of Multimedia Education Research, 13, 55-68. [26] Eiser, J.R., Miles, S. and Frewer, L.J. (2002) Trust, Perceived Risk, and Attitudes toward Food Technologies1. Journal of Applied Social Psychology, 32, 2423-2433. http://dx.doi.org/10.1111/j.1559-1816.2002.tb01871.x [27] Rosati, S. and Saba, A. (2004) The Perception of Risks Associated with Food-Related Hazards and the Perceived Reliability of Sources of Information. International Journal of Food Science and Technology, 39, 491-500. http://dx.doi.org/10.1111/j.1365-2621.2004.00808.x [28] Kim, M.-K. and Lee, T.-H. (2006)Effects on Readers by the Difference of Presentation Formats: Focusing on ChosunIlbo and Chosun.com. Korean Journal of Communication Science, 6, 37-64. [29] Kweon, S.-G. and Kim, W.-G. (2004)Differences between On-Line and Off-Line Media Audience’s News Message Processing. Korean Journal of Journalism and Communication Studies, 48, 168-194. [30] Marks, J.T., Campbell, M.K., Ward, D.S., Ribisl, K.M., Wildemuth, B.M. and Symons, M.J. (2006) A Comparison of Web and Print Media for Physical Activity Promotion among Adolescent Girls. The Journal of Adolescent Health: Official Publication of the Society for Adolescent Medicine, 39, 96-104. http://dx.doi.org/10.1016/j.jadohealth.2005.11.002
[1] Lee, H., Kurisu, K. and Hanaki, K. (2013) Influential Factors on Pro-Environmental Behaviors—A Case Study in Tokyo and Seoul. Low Carbon Economy, 4, 104-116. http://dx.doi.org/10.4236/lce.2013.43011 [2] Kurisu, K.H. and Bortoleto, A.P. (2011) Comparison of Waste Prevention Behaviors among Three Japanese Megacity Regions in the Context of Local Measures and Socio-Demographics. Waste Management, 31, 1441-1449. http://dx.doi.org/10.1016/j.wasman.2011.03.008 [3] Cialdini, R.B., Reno, R.R. and Kallgren, C.A. (1990) A Focus Theory of Normative Conduct: Recycling the Concept of Norms to Reduce Littering in Public Places. Journal of Personality and Social Psychology, 58, 1015-1026. http://dx.doi.org/10.1037/0022-3514.58.6.1015 [4] Schultz, P.W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J. and Griskevicius, V. (2007) The Constructive, Destructive, and Reconstructive Power of Social Norms. Psychological Science, 18, 429-434. http://dx.doi.org/10.1111/j.1467-9280.2007.01917.x [5] Schultz, P.W. (1999) Changing Behavior with Normative Feedback Interventions: A Field Experiment on Curbside Recycling. Basic and Applied Social Psychology, 21, 25-36. http://dx.doi.org/10.1207/s15324834basp2101_3 [6] Frick, J., Kaiser, F.G. and Wilson, M. (2004) Environmental Knowledge and Conservation Behavior: Exploring Prevalence and Structure in a Representative Sample. Personality and Individual Differences, 37, 1597-1613. http://dx.doi.org/10.1016/j.paid.2004.02.015 [7] Hornik, J., Cherian, J., Madansky, M. and Narayana, C. (1995) Determinants of Recycling Behavior: A Synthesis of Research Results. The Journal of Socio-Economics, 24, 105127. http://dx.doi.org/10.1016/1053-5357(95)90032-2 [8] Iyer, E.S. and Kashyap, R.K. (2007) Consumer Recycling: Role of Incentives, Information, and Social Class. Journal of Consumer Behaviour, 6, 32-47. http://dx.doi.org/10.1002/cb.206 [9] Slovic, P. (1986) Informing and Educating the Public about Risk. Risk Analysis, 6, 403-415. http://dx.doi.org/10.1111/j.1539-6924.1986.tb00953.x [10] Staats, H.J., Wit, A.P. and Midden, C.Y.H. (1996) Communicating the Greenhouse Effect to the Public: Evaluation of a Mass Media Campaign from a Social Dilemma Perspective. Journal of Environmental Management, 46, 189-203. http://dx.doi.org/10.1006/jema.1996.0015 [11] Davies, A.R. (2008) Civil Society Activism and Waste Management in Ireland: The Carranstown Anti-Incineration Campaign. Land Use Policy, 25, 161-172. http://dx.doi.org/10.1016/j.landusepol.2007.04.002 [12] Driedger, S.M. (2007) Risk and the Media: A Comparison of Print and Televised News Stories of a Canadian Drinking Water Risk Event. Risk Analysis: An Official Publication of the Society for Risk Analysis, 27, 775-786. http://dx.doi.org/10.1111/j.1539-6924.2007.00922.x [13] Hirose, Y. (2008)Extend the Pro-Environmental Behavior through Communication. In: Hirose, Y., Ed., Social Psychology of Pro-Environmental Behavior, Kitaohjisyobou, 52-61. [14] Nonami, H., Sugiura, J., Ohnuma, S., Yamakawa, H. and Hirose, Y. (1997)The Roles of Various Media in the Decision Making Processes for Recycling Behavior—A Path Analysis Model. The Japanese Journal of Psychology, 68, 264-271. http://dx.doi.org/10.4992/jjpsy.68.264 [15] Hirose, Y. (1994)Determinants of Environment-Conscious Behavior.The Japanese Society of Social Psychology, 10, 44-55. [16] Owens, S. (2000) “Engaging the Public”: Information and Deliberation in Environmental Policy. Environment and Planning A, 32, 1141-1148. http://dx.doi.org/10.1068/a3330 [17] Jensen, B.B. (2002) Knowledge, Action and Pro-Environmental Behaviour. Environmental Education Research, 8, 325-334. http://dx.doi.org/10.1080/13504620220145474 [18] Kaiser, F.G. and Fuhrer, U. (2003) Ecological Behavior’s Dependency on Different Forms of Knowledge. Applied Psychology, 52, 598-613. http://dx.doi.org/10.1111/1464-0597.00153 [19] Yi, K., and Sung, Y. (2007) What to Read in the Morning? A Niche Analysis of Free Daily Papers and Paid Papers in Korea. International Journal on Media Management, 9, 164-174. http://dx.doi.org/10.1080/14241270701634155 [20] Ohta, H. and Fuji, S. (2007)An Experimental Study on Effects of Providing Objective Information about Reduction of CO2 Emission Due to Pro-Environmental Behavior. Journal of Japan Society of Civil Engineers, 63, 159-167. [21] Shimpo, Y., Nakatani, J., Kurisu, K. and Hanaki, K. (2012)Life-Cycle Assessment of Household Waste Prevention Behaviors. Japanese Journal of Society of Environmental Science, 25, 95-105. [22] Bakker, P. (2002) Free Daily Newspapers-Business Models and Strategies. International Journal on Media Management, 4, 180-187. http://dx.doi.org/10.1080/14241270209389998 [23] Picard, R.G. (2001) Strategic Responses to Free Distribution Daily Newspapers. International Journal on Media Management, 3, 167-172. http://dx.doi.org/10.1080/14241270109389962 [24] Levie, W.H. and Lentz, R. (1982) Effects of Text Illustrations: A Review of Research. Educational Technology Research and Development, 30, 195-232. [25] Ohsaku, M. and Kamikado, H. (2007) Literacy Relating to the Proper Use for the Data, Which Exist on Web Sites. The Japanese Journal of Multimedia Education Research, 13, 55-68. [26] Eiser, J.R., Miles, S. and Frewer, L.J. (2002) Trust, Perceived Risk, and Attitudes toward Food Technologies1. Journal of Applied Social Psychology, 32, 2423-2433. http://dx.doi.org/10.1111/j.1559-1816.2002.tb01871.x [27] Rosati, S. and Saba, A. (2004) The Perception of Risks Associated with Food-Related Hazards and the Perceived Reliability of Sources of Information. International Journal of Food Science and Technology, 39, 491-500. http://dx.doi.org/10.1111/j.1365-2621.2004.00808.x [28] Kim, M.-K. and Lee, T.-H. (2006)Effects on Readers by the Difference of Presentation Formats: Focusing on ChosunIlbo and Chosun.com. Korean Journal of Communication Science, 6, 37-64. [29] Kweon, S.-G. and Kim, W.-G. (2004)Differences between On-Line and Off-Line Media Audience’s News Message Processing. Korean Journal of Journalism and Communication Studies, 48, 168-194. [30] Marks, J.T., Campbell, M.K., Ward, D.S., Ribisl, K.M., Wildemuth, B.M. and Symons, M.J. (2006) A Comparison of Web and Print Media for Physical Activity Promotion among Adolescent Girls. The Journal of Adolescent Health: Official Publication of the Society for Adolescent Medicine, 39, 96-104. http://dx.doi.org/10.1016/j.jadohealth.2005.11.002