<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-8437</journal-id>
<journal-title><![CDATA[Zincografía]]></journal-title>
<abbrev-journal-title><![CDATA[Zincografía]]></abbrev-journal-title>
<issn>2448-8437</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Arte. Arquitectura y Diseño]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-84372026000100202</article-id>
<article-id pub-id-type="doi">10.32870/zcr.v10i19.271</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El impacto conductual de la comunicación medioambiental: un enfoque interdisciplinario]]></article-title>
<article-title xml:lang="en"><![CDATA[The behavioral impact of environmental communication: An interdisciplinary approach]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Carrillo Quiroga]]></surname>
<given-names><![CDATA[Perla]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nahuat Román]]></surname>
<given-names><![CDATA[Bernardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez Vargas]]></surname>
<given-names><![CDATA[Miriam]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[Victoria Tamaulipas]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[Tampico Tamaulipas]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[Tampico Tamaulipas]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2026</year>
</pub-date>
<volume>10</volume>
<numero>19</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-84372026000100202&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-84372026000100202&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-84372026000100202&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Para producir campañas de comunicación medioambiental efectivas, es necesario desarrollar metodologías claras para la producción basadas en los avances de la psicología conductual. Esta investigación analiza las teorías de comportamiento proambiental, así como la formación de hábitos sustentables y presenta una categorización de conductas proambientales e intervenciones. Con un enfoque interdisciplinario mixto, de corte exploratorio y un experimento para medir el impacto afectivo, cognitivo y conductual de 6 anuncios como casos de estudio, que promueven conductas proambientales, se estudia el impacto afectivo, cognitivo y de motivación conductual en un estudio piloto con 60 participantes. El diseño del experimento se basa en la Escala de Comunicación Ambiental de Carrillo Quiroga et al. (2022), y se utilizó un cuestionario preliminar de 20 preguntas, ambos en escala de Likert, en el que se evalúan valores, actitudes, creencias y normas sociales en los participantes. Los resultados sugieren que un anuncio medioambiental tiene mayor impacto de motivación conductual cuando promueve una acción sencilla de realizar, en un lenguaje claro, usando una redacción positiva, con imágenes atractivas, tipografía legible y poca saturación de elementos en la composición.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract To produce effective environmental communication campaigns, it is necessary to develop clear production methodologies based on advances in behavioral psychology. This research analyzes theories of pro-environmental behavior (PEB), as well as the formation of sustainable habits, and presents a categorization of PEB and interventions. Using a mixed-methods, exploratory, interdisciplinary approach, and an experiment to measure the affective, cognitive, and behavioral impact of six advertisements promoting pro-environmental behaviors, the study examines the affective, cognitive, and behavioral motivational impact of these environmental advertisements in a pilot study with 60 participants. The experimental design is based on the Environmental Communication Scale by Carrillo Quiroga et al. (2022), and a preliminary 20-question questionnaire, both on a Likert scale, was used to assess participants' values, attitudes, beliefs, and social norms. The results suggest that an environmental advertisement has a greater impact on behavioral motivation when it promotes a simple action, uses clear language, positive wording, attractive images, legible typography, and minimal clutter in the composition.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comunicación medioambiental]]></kwd>
<kwd lng="es"><![CDATA[psicología conductual]]></kwd>
<kwd lng="es"><![CDATA[comportamiento proambiental]]></kwd>
<kwd lng="en"><![CDATA[Environmental communication]]></kwd>
<kwd lng="en"><![CDATA[behavioral psychology]]></kwd>
<kwd lng="en"><![CDATA[pro environmental behavior]]></kwd>
</kwd-group>
</article-meta>
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