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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.
Shahzalal; Azizul Hassan. Communicating Sustainability: Using Community Media to Influence Rural People’s Intention to Adopt Sustainable Behaviour. Sustainability 2019, 11, 812 .
AMA StyleShahzalal, Azizul Hassan. Communicating Sustainability: Using Community Media to Influence Rural People’s Intention to Adopt Sustainable Behaviour. Sustainability. 2019; 11 (3):812.
Chicago/Turabian StyleShahzalal; Azizul Hassan. 2019. "Communicating Sustainability: Using Community Media to Influence Rural People’s Intention to Adopt Sustainable Behaviour." Sustainability 11, no. 3: 812.
This article studies the determinants of altruistic behaviour in a collectivistic country. A focus group discussion identified the determinants and their causal relationships. Partial least square and covariance-based structural equation modelling provide similar results in 605 questionnaires, which support the model's fit. The tourists are likely to perform more altruistic behaviours if they are exposed to persuasive communication that enhances self-efficacy beliefs, more than communication tapping into one's sustainability attitudes. The study shows the potential of focusing on altruistic messages in a collectivistic country (Bangladesh) in comparison to the individualistic messages typically shown to be more persuasive in Western countries.
Shahzalal; Xavier Font. Influencing altruistic tourist behaviour: Persuasive communication to affect attitudes and self-efficacy beliefs. International Journal of Tourism Research 2018, 20, 326 -334.
AMA StyleShahzalal, Xavier Font. Influencing altruistic tourist behaviour: Persuasive communication to affect attitudes and self-efficacy beliefs. International Journal of Tourism Research. 2018; 20 (3):326-334.
Chicago/Turabian StyleShahzalal; Xavier Font. 2018. "Influencing altruistic tourist behaviour: Persuasive communication to affect attitudes and self-efficacy beliefs." International Journal of Tourism Research 20, no. 3: 326-334.