Youth attitudes towards the fun theory : how to implement and promote pro-environmental behaviour

Abstract

Purpose: The aim of this research is to examine whether the concept of fun in eco-innovation and its promotional value can enhance and influence Pro-Environmental Behaviour for the long run. Design/Methodology/Approach: The literature review incorporated theories and models regarding the gap between the influence and persuasiveness and maintenance of pro-environmental behaviour. By constructing a self-administered online survey through SurveyMonkey, the researcher was later able to distribute the survey via. The University InfoRegistrar The Chi-Square Test and the Friedman Test were utilized in order to associate various categories and scales constructed in the survey design, filled-in by 125 respondents Findings: The findings encountered in this study ascertained that from the participant’s observation of the video clip, the VW logo and the persuasive statements provided significant viewpoints in influencing Pro-Environmental Behaviour, especially when attributing positive attitudes towards the Bottle Bank Arcade Game. Similar importance to this research finding is that the perceived artistic value of the Bottle Bank Arcade Game provided an exceptional significant relationship alongside the participant’s core environmental values, purposely reflected onto the Bottle Bank Arcade Game. Research Limitations/ Implications: Due to the limited nature of the Fun Theory and the Bottle Bank Arcade Game, including the fact that it was inapplicable in the Maltese Islands and occurring once in 2009, future research imperatives should be implemented to examine and monitor long-term Pro-Environmental Behaviour. The fact that academic journals in relation to gamified and mentally stimulating eco-innovations are limited in general should be taken into consideration. Practical Implications: By forming a dual relationship between marketing and psychology, pro-environmental messages towards the general population should be fluent and attractive. If short-term action results, then engineers and psychologists should adopt hardwired motivational skills and monitor long-term Pro-Environmental Behaviour through gamification. Originality: Considering that Maltese gamified eco-innovations are currently in a state of rare occurrence, this research resurfaced the concept of the Fun Theory into an age where Pro-Environmental Behaviour is fittingly required during environmental damages.