Resumen

CARRILLO QUIROGA, Perla; NAHUAT ROMAN, Bernardo  y  RODRIGUEZ VARGAS, Miriam. The behavioral impact of environmental communication: An interdisciplinary approach. Zincografía [online]. 2026, vol.10, n.19, 00202.  Epub 01-Jun-2026. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v10i19.271.

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.

Palabras llave : Environmental communication; behavioral psychology; pro environmental behavior.

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