Does message appealing in social media advertising alter pro-environmental behaviour?

  • Can, Selcuk (PI)
  • Japutra, Arnold (CoI)
  • Dilek Fidler, Setenay (CoI)

Project Details


The aim of this research is to investigate the effectiveness of environmental (vs. personal) benefit message appeal in changing tourists’ pro-environmental behaviours directly and through moral elevation and environmental commitment.

Key findings

The current research delved into the effect of message appeal along with information type on changes in pro-environmental behaviours. Also, it investigated whether moral obligation and environmental commitments explain such an effect.
Effective start/end date3/07/23 → 31/07/24

UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production


  • sustainability
  • environmental benefit
  • pro-environmental behaviour