Opinion of Spanish university students about the most effective audiovisual formulas to increase their pro-environmental awareness

Abstract

This research, derived from the interuniversity project Go Green!, aims to understand the level of environmental awareness among Spanish university students majoring in Education and Communication (N=296) and their opinions on the most effective audiovisual strategies to increase awareness. The objective is to infer the key factors for designing more persuasive campaigns. The methodology used is empirical, non-experimental, with intentional sampling, descriptive, exploratory, and analytical in nature. Data was collected using the Audiovisual Strategies for Environmental Awareness (ASEA) questionnaire, specifically designed and validated (α=0.900) for this study. The results highlight that, despite 90.6% of the respondents considering themselves fairly environmentally conscious, they do not always engage in sustainable actions such as waste separation, water conservation, proper disposal of toxic products, or energy conservation. Therefore, these young individuals become the potential target audience for pro-environmental campaigns. Additionally, when asked about the most effective audiovisual strategies to increase their environmental awareness, the respondents prioritize the use of real images accompanied by informative and testimonial narratives that convey hopeful and mobilizing messages to prevent catastrophic situations. The presence of nature as the protagonist in these narratives is also favored to appeal to their emotional involvement. The optimal channel to reach this audience is through media and social networks, and campaign designs should align with their forms of expression and communication to ensure impact and promote eco-sustainable actions. Ultimately, these findings provide insights for various organizations, advertising agencies, and NGOs to design more persuasive pro-environmental campaigns targeting young audiences, contributing to the reversal of planetary deterioration. Similarly, the data indicates specific messages that should be emphasized, such as the reduction of water consumption, waste separation, and energy conservation.