UBC Undergraduate Research

Examining the Impact of Environmental Messaging on Behavioural Intentions Cessa, Andrea Zavala; Leku, Alberije; Lu, Jing; Chen, Qiwen


The Social Ecological Economic Development Studies (SEEDS) program is devoted to advancing environmentally responsible practices and encouraging innovation in sustainability at the University of British Columbia (UBC). To examine whether pro-environmental messaging impacts behavioural intentions, a between-subjects study design was conducted in UBC at the Vancouver campus. We were interested in determining whether exposure to a video showing the negative environmental impact of single-use coffee cup waste would be an effective nudge to reduce disposable cup use. We examined whether participants exposed to this sensory cue differed from participants who viewed a neutral video that was not environmentally charged. We also examined any difference between the two groups in regard to identified environmental concern, perceived environmental impact of disposable cups, and interest in environmental issues. Our analysis showed no statistically significant differences between the two groups, which may be due to a small sample size. However, the trends of the results revealed possible differences if a larger sample size had been employed for the study. 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.”

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