Persuasive communication and proenvironmental behaviours: How message tailoring and message framing can improve the integration of behaviours through self-determined motivation.

Public concern about environmental issues has grown substantially in the last two decades. As a consequence, the promotion of environmentally conscious behaviours that are integrated in people’s lifestyle has become an ongoing and important challenge. Persuasive messages are often perceived as the first step in efforts to motivate people to change a specific behaviour. In this article, the authors propose that (a) tailoring messages according to proposed processes underlying behaviour change (i.e., being aware of a problem, deciding what to do, initiating, and implementing a behaviour); and (b) framing these messages in terms of whether they serve intrinsic goals (i.e., health, well-being) as opposed to extrinsic goals (i.e., make or save money, comfort) could make messages more effective by progressively increasing the level of self-determined motivation of the targeted population.