Does pro-environmental behaviour respond to cartoons on social media?

Abstract

This study seeks to identify whether combining humour and social media can elicit a pro-environmental intent in the audience. In the past, several social marketing campaigns have attempted to change individual’s behaviour for the benefit of the common good, even in the case of pro-environmental behaviour. Whereas the use of fear and guilt has been commonly used, the use of humour has not been widely explored. This study will take on an experimental-survey approach to measure people’s reaction to a set of cartoons tackling environmental issues in Malta, using the source No Man’s Land – a recent publication that provides a humourous twist on the state of the environment in Malta. In evaluating intent, the researcher will keep in mind behavioural change theories and models. This study will help social marketers identify the effect of using certain marketing techniques and platforms to change behaviour, while shedding light on past social marketing campaigns and their results.