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Communicating Sustainability: Using Community Media to Influence Rural People’s Intention to Adopt Sustainable Behaviour

1
Department of Marketing, Begum Rokeya University, Rangpur, Rangpur 5400, Bangladesh
2
Tourism Consultants Network, the Tourism Society, London SE1 0AA, UK
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(3), 812; https://doi.org/10.3390/su11030812
Received: 10 November 2018 / Revised: 16 January 2019 / Accepted: 31 January 2019 / Published: 4 February 2019
(This article belongs to the Special Issue Psychology of Sustainability and Sustainable Development)
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Abstract

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. View Full-Text
Keywords: sustainability communications; sustainable development; community radio; behavioural determinants; intention and behaviour; structural equation modelling (SEM); developing country sustainability communications; sustainable development; community radio; behavioural determinants; intention and behaviour; structural equation modelling (SEM); developing country
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Shahzalal, M.; Hassan, A. Communicating Sustainability: Using Community Media to Influence Rural People’s Intention to Adopt Sustainable Behaviour. Sustainability 2019, 11, 812.

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