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Communicating Sustainability: Using Community Media to Influence Rural People’s Intention to Adopt Sustainable Behaviour

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  • Md. Shahzalal

    (Department of Marketing, Begum Rokeya University, Rangpur, Rangpur 5400, Bangladesh)

  • Azizul Hassan

    (Tourism Consultants Network, the Tourism Society, London SE1 0AA, UK)

Abstract

Sustainable development is a big challenge for developing countries, due to lack of effective communication about sustainability to the rural population. This paper aims at building a theoretically and statistically sound model to communicate sustainability more effectively in rural areas in order to achieve sustainable development. To this end, the constructs and items of the hypothesised model are identified, based on a focus group discussion and backed by the literature reviewed. Both partial least squares and covariance-based structural equation modelling approaches were used to test the hypotheses and validate the model against multiple indices after analysing survey data collected from 300 community radio listeners in Bangladesh. It was found that the unique media characteristics of community radio positively increased the acceptability of sustainability communications, which in turn affects the behavioural determinants (popular theory: attitudes, self-efficacy belief and social norms) and changed the intention to adopt sustainable behaviour. Example cases from around the world also support the statistically sound model. The paper also provides implications and directions for future research.

Suggested Citation

  • Md. Shahzalal & Azizul Hassan, 2019. "Communicating Sustainability: Using Community Media to Influence Rural People’s Intention to Adopt Sustainable Behaviour," Sustainability, MDPI, vol. 11(3), pages 1-28, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:812-:d:203454
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    References listed on IDEAS

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    5. Alexander Titov & György Kövér & Katalin Tóth & Géza Gelencsér & Bernadett Horváthné Kovács, 2021. "Acceptance and Potential of Renewable Energy Sources Based on Biomass in Rural Areas of Hungary," Sustainability, MDPI, vol. 13(4), pages 1-18, February.
    6. Albert Novas Somanje & Lauraine Mwila Mwansa & Kafula Chisanga, 2022. "Spatial Distribution Analysis of Community Radio Stations as Means for Promoting Climate Change Adaptation Measures in Agriculture under COVID-19 Scenario, Southern Province, Zambia," Sustainability, MDPI, vol. 14(22), pages 1-15, November.
    7. Paola Briganti & Concetta Metallo & Maria Margherita Pagliuca & Luisa Varriale, 2023. "Exploring Citizens’ Behavior to Promote Environmental Sustainability: The Role of Information Overload and Urban Sustainable Policies," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    8. Gian Carlo Delgado Ramos, 2021. "Climate-Environmental Governance in the Mexico Valley Metropolitan Area: Assessing Local Institutional Capacities in the Face of Current and Future Urban Metabolic Dynamics," World, MDPI, vol. 2(1), pages 1-17, January.
    9. Yuan, Qianqian & Fang Chin Cheng, Charles & Wang, Jiayu & Zhu, Tian-Tian & Wang, Ke, 2020. "Inclusive and sustainable industrial development in China: An efficiency-based analysis for current status and improving potentials," Applied Energy, Elsevier, vol. 268(C).

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