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EMAC 2024 Annual


Application of VBN Theory in the National Park context: tailoring social marketing interventions to individuals' values and environmental worldview
(A2024-119396)

Published: May 28, 2024

AUTHORS

Rosvaldas Povilionis, University of Derby

ABSTRACT

This research applies the Value-Belief-Norm (VBN) model in a qualitative exploration to understand and address pro-environmental behaviors among travellers in the Peak District National Park. The research applies a profiling framework which results in the formation of two distinct personality extremes: Supporters and Objectors. Supporters are motivated by altruistic and biospheric values. Objectors respond better to interventions highlighting personal impacts. Three targeted interventions emerge from the findings: Firstly, for Objectors, visual depictions of realistic outcomes of specific behaviors can foster Awareness of Consequences (AC). Second, government involvement, particularly in addressing issues like litter, can strengthen the link between AC and Ascription of Responsibility (AR), encouraging Objectors to accept responsibility. Third, a Foot-in-the-Door (FITD) technique, starting with a campaign targeting Supporters and evolving into a broader commitment.