Campaign Messages of Using Stainless-Steel Straws: A Theory of Planned Behaviour Prespective

Dede Kurniyawan

Ilmu Komunikasi

Abstract :

Tackling climate change is the 13th goal in the Sustainable Development Goals (SDGs). One of the simple actions that can be taken to prevent the issue of climate change is the use of environmentally friendly straws, specifically the use of stainless-steel straws. For the public to know about the issue of climate change, social media has an important role. This study aims to see the effect of the exposure of messages on social media related to climate change issues on the behaviour to use stainless-steel straws. In addition, this study uses predictors of the Theory of Planned Behaviour, namely attitudes, subjective norms, and Perceived Behavioural Control (PBC). Using Structural Equation Modelling (SEM), the study results show that attitudes, subjective norms, and Perceived Behavioural Control (PBC) directly influence intentions and indirectly influence the behaviour of using stainless-steel straws. Another finding is that exposure to persuasive messages on social media related to the use of environmentally friendly straws owned by family and close friends also has a direct positive effect on attitudes, subjective norms, Perceived Behavioural Control, and behavioural intentions, which in turn have a positive indirect effect on the behaviour of using stainless-steel straws.