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Abstract

This research project investigated the impact of message framing (positive, negative, and neutral) on self-reported likelihoods of UBC students adopting low-effort, everyday sustainable behaviours, specifically reduced water usage, biking/walking to campus, carpooling, switching to a plant-based diet, and purchasing second-hand items. A sample of 203 participants (ages 17 to 44) was recruited and randomly assigned to one of the three message conditions. They rated their likelihood of adoption of behaviours on a 6-point Likert scale. Contrary to our hypothesis, Kruskal-Wallis tests revealed no significant differences across framing conditions. Message framing also did not significantly impact participants’ climate beliefs, which were consistently high across all groups. These results may reflect UBC students' pre-existing environmental awareness, limited engagement with text-based messaging, or the subtlety of the framing manipulations. Despite these findings, the study offers valuable insights for sustainability communication at UBC. We recommend: (1) avoiding neutral messaging, (2) making messages more relatable by referencing campus life, and (3) using purposeful framing messages. Future studies could incorporate visuals, behavioural measures, and long-term follow-ups to improve ecological validity and real-world impact. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”