That, in the end, was the title of my PhD, which is now available De Montfort University's open research archive.
In short, its purpose was to contribute to the debate about the best approach to engage citizens with sustainable behaviour.
It examined six distinct communication activities aimed at encouraging individuals to adopt more sustainable behaviours. Questionnaires were used to gather data about perceptions about a message and its source, and about subjective norms and attitudes, to see if these identified any difference in behaviour.
Findings indicated support for the added value of a 'bottom-up' approach compared to top-down authority-led communication.
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