Guide to green
Developing a tool that provides insights into the use of message framing for pro-environmental consumer behaviour change
J.E. van Hattum (TU Delft - Applied Sciences)
G. de Vries – Mentor
Udo Pesch – Graduation committee member
Steven Flipse – Mentor
MCA van der Sanden – Graduation committee member
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Abstract
The goal of this thesis was to ‘develop a tool that offers insights in message framing for behaviour change to improve communication towards customers.’ By using an Design Based Research and Double Diamond approach constant iterations were made between theory and practice to develop a support tool that helps sustainable start-ups to design message frames that stimulate pro-environmental consumer behaviour change. Furture recommendations are to further develop the tool, test the effects, and stimulate more integrated research on the psychology of behaviour change, sustainable behaviour barriers, and framing designs.