Perceptions of different communication strategies on proenvironmental waste disposal behavior: a case study with university students in Brazil

Abstract

Purpose This study aims to understand the perception of young people regarding different communication strategies to promote proenvironmental disposal behavior. Based on the attention-interest-desire-action (AIDA) model, the study analyses how university students react to different communication approaches used by a university aiming at the correct disposal of waste. Design/methodology/approach The authors conducted a qualitative exploratory research in two steps: (i) a narrative bibliographic review and (ii) a case study. The (i) bibliographic review was conducted about proenvironmental behavior and disposal of solid waste and response hierarchy models, with emphasis on the AIDA model. The (ii) case study was executed through an in-depth interview with a manager of the environmental sanitation area and a qualitative survey with undergraduate students from a university in southern Brazil. Findings The findings reveal that young people tend to prefer communication strategies related to triggers for long-term memory, especially when evaluating the cognitive stage of the response hierarchy. For example, the provision of bins identified with stickers and colors is a communication strategy that leads to a memory model of associative networks. By viewing a certain color or image of an object, the individual can quickly retrieve information already known about the act of properly disposing of waste. Additionally, convenience is a key factor for the behavioral intention of properly disposing of waste to become a reality. Originality/value Few studies have identified the most effective communication strategies to promote proper disposal behavior among young people in universities. This study addresses this gap, based on the AIDA model.