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The right amount of information for environmental awareness? When the level of visual complexity helps motivate more responsible behavior
[Quelle dose informationnelle pour une prise de conscience environnementale ? Quand le niveau de complexité visuelle permet une intention comportementale plus responsable]

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  • Ulysse Soulat

    (NUDD - Usages du Numérique pour le Développement Durable - ULR - La Rochelle Université)

Abstract

Making sustainable urban mobility more attractive through a self-tracking application could contribute to behavioral change. Marketing research reflects the importance of choosing the right information to convey in order to encourage responsible practices. In this study, we investigate the effect of visual complexity on people's intentions to reduce the carbon footprint of their journeys using a self-tracking application. An experiment involving 362 participants examines the impact of self-tracking on behavioral intentions through the prism of visual complexity. On the one hand, the experiment shows that moderately complex home pages have a positive effect on behavioral intentions. On the other hand, when subjects are subjected to a moderate level of visual complexity (vs. simple or complex), their sense of self-efficacy and intention to use are higher.

Suggested Citation

  • Ulysse Soulat, 2023. "The right amount of information for environmental awareness? When the level of visual complexity helps motivate more responsible behavior [Quelle dose informationnelle pour une prise de conscience ," Post-Print hal-04454382, HAL.
    • Handle: RePEc:hal:journl:hal-04454382
    Note: View the original document on HAL open archive server: https://hal.science/hal-04454382
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    More about this item

    Keywords

    Mobile application; self-efficacy; visual complexity; responsible behavior; self-tracking; Application mobile; auto-efficacité; complexité visuelle; comportement responsable;
    All these keywords.

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