Influence of Persuasive Messages and Behavioural Factors through BehaviouralDesire towardsBehavioural Intention in Energy Saving Campaign
Keywords:
Persuasive Messages, Behavioral Factors, Environmental Attitude-Based Segmentation, Behavioral Intention in Energy Saving CampaignAbstract
The purpose of this research has fulfilled two research objectives. The first objective was to investigate the influence of persuasive messages and behavioural factors on behavioural desire, which leads to intention to participate in energy saving campaign. The second objective was to understand the moderating effect of environmental attitude-based segmentation on the relationship between behavioural desire and behavioural intention. The framework in this study was based on the Extended Model of Goal-Directed Behaviour (EMGB) which presents the effect of persuasive messages underpinned by Prospect Theory and Elaboration Likelihood Model (ELM), behavioural factors, and behavioural desire on behavioural intention. Additionally, the New Environmental Paradigm (NEP) Scale is applied to investigate the difference of environmental attitude-based segmentation. This study used purposive sampling method to collect data from 400 Thai respondents who have seen Earth Hour 2017 web banner. The first result discussed that persuasive messages of gain message framing and behavioural factors of negative anticipated emotion and goal desire are important in influencing behavioural desire and that there was a significant relationship between behavioural desire and intention. The second result discussed that respondents were divided into two grouping of environmental attitude-based segmentation. The analyses showed that the audience’s past behaviour, goal desire influence behavioural desire and intention of high and low environmental consciousness groups, while gain message framing and negative anticipated emotion influenced the audience’s behavioural desire and intention of high environmental consciousness group. Therefore, this study provides guidelines for social marketing department and creative agency of nonprofit organisation to create message concept and specify target group before launching environmental campaign.
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