Using strategic storytelling to promote sustainable behaviour

Abstract

This research investigates the persuasive efficacy of sustainability-oriented narratives in influencing consumer intentions toward sustainable behavior. It also examines the impacts of perceived tangibility, and emotional and cognitive engagement on the effectiveness of these narratives. The increasing societal demand for individual action to address sustainability challenges drives the study.

The literature review explores key concepts, including sustainability, behavioral change, and storytelling. By empirically assessing the roles of tangibility, emotions, and cognition in narrative persuasion, this study aims to fill a critical gap in the literature and inform strategies for promoting sustainable consumer behavior through effective storytelling. The study will also investigate the implications of initial intention on storytelling persuasive capacity. The findings will have implications for policymakers, marketers, and advocates seeking to foster pro-environmental attitudes and behaviors.

A quantitative research design was developed, involving two advertisements promoting sustainable behavior. Data collected from the participants via Google form were later analyzed to assess the influence of storytelling, tangibility, initial intentions, feelings and cognition on sustainable consumer behavior intentions.

In conclusion, the thesis highlights three key findings: it corroborates the powerful role of sustainability in persuasion, exposes the role of feelings and cognition as story elements to enhance storytelling efficacy, and demonstrates the influence of initial sustainable consumption behavior intention at predicting storytelling efficiency.