ارائه الگوی تأثیرپذیری رفتار زیست محیطی از کمپین های زیست محیطی: با رویکرد مرور نظام مند (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
سلامت محیط زیست به دلایل مختلف از کاهش تنوع زیستی و جنگل زدایی گسترده گرفته تا گرم شدن بی سابقه جهانی کاهش یافته است که در این میان، تقویت رفتار زیست محیطی تحت تأثیر کمپین های زیست محیطی آگاهی دهنده می تواند چاره ساز باشد. هدف از پژوهش حاضر در مرحله اول شناسایی و دسته بندی نظریه های رفتار زیست محیطی بر اساس پارادایم جدید بوم محور و در مرحله دوم ارائه الگویی برای تبیین رفتار زیست محیطی تحت تأثیر اثربخشی کمپین های زیست محیطی است. این پژوهش به لحاظ هدف، اکتشافی و به لحاظ اجرا، پژوهشی کیفی در پارادایم تفسیری است. محققان برای دستیابی به این هدف از رویکرد مرور نظام مند پیشینه موجود در پایگاه داده اسکوپوس در بازه زمانی 2010 تا 2023 استفاده کرده اند. بر اساس نتایج، پژوهش های انجام شده در زمینه رفتار زیست محیطی به سه بخش مهم موضوعات پژوهشی، یعنی رفتار زیست محیطی افراد با نقش های متفاوت، پیشایندها و پیامدهای این رفتار دسته بندی و سپس مسیرهای پیشرفت نظری این حیطه در سه بخش توسعه نظری (نظریه های روان شناسی و جامعه شناسی)، اکتشاف نظری (نظریه ارزش-باور-هنجار و نظریه های مرتبط با زمینه ها) و یکپارچه سازی نظری (ترکیب علل بیرونی و درونی و ترکیب عقلانیت و احساسات) خلاصه شد. در نهایت، بر اساس آخرین مسیر پیشرفت نظری، یعنی ترکیب عقلانیت و احساسات با ترکیب نظریه ارزش-باور-هنجار و نظریه نگرش-رفتار-زمینه، الگویی برای نشان دادن تأثیرپذیری رفتار زیست محیطی و عوامل تببین کننده آن (آگاهی، دانش، ارزش و نگرش) از کمپین های زیست محیطی ترسیم شد.Providing a Pattern of Environmental Behavior Affectivity of Environmental Campaigns with a Systematic Review Strategy
The environmental health of our planet has been compromised by factors, such as diminishing biodiversity, widespread deforestation, and unprecedented global warming. Strengthening environmental behavior through the influence of environmental campaigns has emerged as a potential solution. This research aimed to identify and categorize theories of environmental behavior based on a new ecological paradigm and present a framework for explaining environmental behavior and the effectiveness of environmental advertising campaigns. The study was exploratory in nature and adopted a qualitative research approach within the interpretive paradigm. To achieve its objectives, the researchers conducted a systematic review of literature available in the Scopus database from 2010 to 2023. The research was structured around 3 key themes: environmental behavior of individuals in various roles, antecedents and consequences of this behavior, and theoretical progression in this field, which was divided into theoretical development, exploration, and integration. Finally, a framework was developed to illustrate the impact of environmental campaigns on environmental behavior and its explanatory factors, such as awareness, knowledge, values, and attitudes, by integrating the value-belief-norm theory and the attitude-behavior-context theory. IntroductionThe challenge of transferring climate risks to vulnerable groups and motivating them to adopt environmentally friendly actions is of paramount importance. Recognizing this, environmental activists and non-governmental organizations have acknowledged the need to raise awareness about the adverse consequences of environmental damage. Environmental campaigns disseminated across various traditional and digital platforms through compelling imagery and text aim to evoke emotions of sorrow and fear, thereby garnering public interest in addressing environmental issues. These campaigns play a crucial role in promoting environmental awareness and fostering opportunities to enhance environmental knowledge, laying the groundwork for cultivating environmentally conscious citizens. While numerous studies have explored environmental behaviors, a comprehensive synthesis of existing theories is notably absent. Moreover, academic research on environmental campaigns has experienced rapid growth in recent years with substantial efforts dedicated to enhancing understanding of their effectiveness. However, scant attention has been directed towards investigating the impact of environmental campaigns on promoting environmental behavior and the underlying influencing factors. To address this gap, this article endeavored to present a framework for elucidating environmental behavior and the factors shaping it under the influence of environmental advertising campaigns. Consequently, the current research sought to address the following key questions: What are the primary research focal points in the realm of environmental behavior? How can environmental behavior theories be classified? What is the influence pattern of environmental behavior and its explanatory factors stemming from environmental campaigns? MethodologyThe aim of this research was to identify and categorize theories of environmental behavior and establish a framework for explaining environmental behavior and its influencing factors, particularly in relation to the effectiveness of environmental campaigns. This study was both exploratory and developmental in nature and it employed a qualitative research approach within the interpretative paradigm. To achieve this objective, the authors conducted a systematic literature review using content analysis. The statistical population for this research comprised all scientific publications in the field indexed in the Scopus reference database. Out of the 2380 documents initially identified in the Scopus database, 1907 were classified as "articles", 1895 from "authentic journals", 1795 in the "English language", and 1593 published between 2010 and 2023. After excluding irrelevant articles focusing on biology, chemistry, architecture, and other fields, as well as those that did not primarily study "environmental behavior" at the individual level, the number of relevant documents was reduced to 364. Subsequently, the researchers conducted a review process based on various parameters, such as title, abstract, content, and quality of methodology, resulting in the selection of 117 articles. FindingsThe top ten keywords in the field of environmental behavior research were attitude, environmental behavior, planned behavior, value, climate change, knowledge, education, concern, and environmental development. Research topics in environmental behavior were primarily categorized into 3 groups. The first category encompassed studies focusing on the environmental behavior of various groups, such as employees, tourists, residents, students, and consumers. The second category delved into the key influencing factors and related theories that examined the precursors of environmental behavior. These influential factors included attitudes, norms, perceived behavioral control, habits, values, and beliefs. The third category involved research on the outcomes of environmental behavior. Environmental behaviors have positive effects on identity formation and, on a broader scale, on areas, such as sustainable tourism and environmental development. The theoretical development in this field could be summarized in 3 parts: psychological theories (including rational action, planned behavior, norm activation, value-attitude-behavior, protective motivation, social identity, social exchange, social learning, ability-motivation-opportunity, cognitive dissonance, and the stimulus-organism-response paradigm), sociological theories (including social interaction and social action), and theoretical integration (combination of internal and external causes, as well as the integration of rationality and emotions). From the value-belief-norm theory, concepts, such as environmental values, advertising, and environmental knowledge, were extracted, while from the attitude-behavior-context theory, environmental attitudes and the effectiveness of environmental campaigns were derived. Furthermore, a pattern of environmental behavior and its explanatory factors was drawn from environmental campaigns. ConclusionThe findings of this study indicated that environmental values had a significant influence on environmental behavior consistent with the results of Howell (2013) and Antonetti & Maclan (2014), suggesting that individuals, who adhere more strongly to environmental values tend to exhibit more environmentally responsible behavior. Moreover, an increase in exposure to environmental advertising was associated with a greater display of environmentally responsible behavior. Similarly, an increase in environmental knowledge was linked to a rise in individual’s environmental behavior, aligning with the findings of Abbasi et al. (2017), binti Aman (2011), Bala et al. (2023), Liobikienė & Poškus (2019), and others. Furthermore, environmental attitudes as evidenced by studies conducted by Abbasi et al. (2017), Rezadost et al. (2023), Chen et al. (2012), Elahi et al. (2022), and Ogiemwonyi et al. (2023) were shown to impact environmental behavior. Correction of inappropriate environmental behavior was contingent upon changes in environmental attitudes and the effectiveness of environmental campaigns as a moderating variable could help bridge the gap between environmental attitudes and behavior. These findings were consistent with the results of studies by Harring & Jagers (2013) and Chua et al. (2021). In light of these results, it is recommended to implement educational campaigns with environmental content to raise awareness among citizens about environmental issues and promote appropriate environmental behaviors in accordance with their beliefs, moral values, and local culture.
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