Reducing food waste through persuasive communication design: how data visualisation principles reinforce behaviour change social marketing messages

IF 3.1 4区 管理学 Q2 BUSINESS
Regine Marguerite Abos, Simone Taffe, Jane Connory, Gamithri Gayana Karunasena, David Pearson
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引用次数: 0

Abstract

Purpose

This paper aims to demonstrate how the design of data visualisations can act as a tool to support social marketing messages in prompting behaviour change to reduce food waste using the Elaboration Likelihood Model (ELM) as a theoretical framework. It also responds to a lack of consumer-led insight to develop campaigns in reducing food waste.

Design/methodology/approach

The research uses data collected by the End Food Waste Cooperative Research Centre (EFW CRC) in Australia to determine which text-based campaign messages are most likely to prompt people toward reducing food waste. Behaviour change messages were first identified through workshops with 11 food waste experts, then explored through online focus group discussions with 18 participants from three food-wasting market segments. The messages were further tested via a quantitative survey among 1,000 decision makers in Australian households in their own homes, with the top three performing messages examined using summative content analysis.

Findings

The significant findings were that participants want to see 1) evidence of how adopting new behaviours would lead to financial savings and benefit the environment, and 2) concrete steps to reduce food waste. When examined through the ELM, the findings suggest that tools that encourage both cognitive and peripheral processing as a means of persuasion, like data visualisations, may be useful for changing food-wasting behaviours.

Research limitations/implications

Applying principles from the field of communication design to the ELM has uncovered the potential for a cross-disciplinary approach to enhance theoretical frameworks for understanding consumer engagement with messages. This process in turn, may lead to the development of more effective behaviour change marketing strategies.

Practical implications

Six principles for using data visualisations in a social marketing campaign are proposed: personal relevance, ease of use, emotional storytelling, context, prioritising the message itself and long-term usage.

Originality/value

This study proposes that data visualisations could enhance the effectiveness of social marketing campaigns by leveraging consumer-derived insights and the persuasive capacity inherent in their theoretical underpinnings.

通过有说服力的传播设计减少食物浪费:数据可视化原则如何强化改变行为的社会营销信息
目的本文旨在展示数据可视化设计如何作为一种工具,利用阐释可能性模型(ELM)作为理论框架,支持社会营销信息,促使人们改变行为,减少食物浪费。该研究利用澳大利亚终止食物浪费合作研究中心(EFW CRC)收集的数据,确定哪些基于文本的活动信息最有可能促使人们减少食物浪费。首先通过与 11 位食物浪费专家的研讨会确定了行为改变信息,然后通过与来自三个食物浪费细分市场的 18 位参与者的在线焦点小组讨论进行了探讨。通过对澳大利亚家庭中的 1000 名决策者进行定量调查,对这些信息进行了进一步测试,并使用总结性内容分析法对表现最好的三条信息进行了研究。研究结果重要的发现是,参与者希望看到:1)采用新行为将如何节省资金并有利于环境的证据;2)减少食物浪费的具体步骤。研究局限性/启示将传播设计领域的原则应用到 ELM 中,发现了跨学科方法的潜力,从而加强了理解消费者参与信息的理论框架。这项研究提出了在社会营销活动中使用数据可视化的六项原则:个人相关性、易用性、情感故事、语境、优先考虑信息本身以及长期使用。原创性/价值这项研究提出,数据可视化可以通过利用源自消费者的洞察力及其理论基础中固有的说服力来提高社会营销活动的有效性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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