<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Three field studies using norm-based public service announcements were carried out in a university context. The studies yielded inconclusive results, pointing toward the need to investigate the contextual and individual effectiveness of persuasive communication based on making social norms salient. The presented studies are discussed as the first steps in introducing persuasive pro-environmental communication in a specific university context and some ways forward are proposed.</p></abstract>

Three field studies using norm-based public service announcements were carried out in a university context. The studies yielded inconclusive results, pointing toward the need to investigate the contextual and individual effectiveness of persuasive communication based on making social norms salient. The presented studies are discussed as the first steps in introducing persuasive pro-environmental communication in a specific university context and some ways forward are proposed.

Using Norm-Based PSAs to Foster Green Behavior in a University: Some Preliminary Results from Lithuania

Discourse and Communication for Sustainable Education

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Three field studies using norm-based public service announcements were carried out in a university context. The studies yielded inconclusive results, pointing...

Using Norm-Based PSAs to Foster Green Behavior in a University: Some Preliminary Results from Lithuania

Published Online: May 13, 2020

Page range: 106 - 118

DOI: https://doi.org/10.2478/dcse-2020-0010

Keywords
social norms, public service announcement, recycling, elevator use, pro-environmental behavior

© 2020 Mykolas Simas Poškus et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Using Norm-Based PSAs to Foster Green Behavior in a University: Some Preliminary Results from Lithuania

Published Online: May 13, 2020

Page range: 106 - 118

DOI: https://doi.org/10.2478/dcse-2020-0010

Keywordssocial norms, public service announcement, recycling, elevator use, pro-environmental behavior

© 2020 Mykolas Simas Poškus et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
social norms, public service announcement, recycling, elevator use, pro-environmental behavior