Optimistic narrative future visions: a communication tool for promoting sustainable (plastic) behavior.

ABSTRACT: Plastic pollution is a pressing global issue, necessitating a focus on consumer behavior to curb this problem at its source. To effectively promote sustainable practices, communication strategies that employ future visions have gained attention. This study examines the effects of a narrative video intervention depicting an optimistic future vision concerning single-use plastic bag consumption in South Africa, compared to a representation of the prevailing status quo. Using a preregistered within-subject design, we assess the psychological and emotional responses to two scenarios of which one is illustrating adaptive behaviors toward reduced plastic bag usage, and the other showcasing current consumption patterns. Parametric analyses revealed a shift in emotional states, characterize

SUBMITTER: Neef NE 

PROVIDER: S-EPMC10543889 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature