6533b838fe1ef96bd12a4d9f

RESEARCH PRODUCT

L'apport de la communication engageante et des représentations sociales dans le cadre de la promotion de l'éco-mobilité

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The purpose of this thesis was to test the applicability of binding communication in the case of car use reduction. The first two studies (1 & 2) bring out the relationship between an individual and his mobility. Our results lead us to consider a system of double bind between the challenges of sustainable development and daily obligations. The individual recognizes the negative impact of car use on the environment but justifies his behavior by an important need for flexibility. Three studies have tested the effectiveness of procedures such as commitment (Study 3) and binding communication (studies 4 and 5). A procedure of binding communication has been particularly effective. It combined a first request on social norms (what others are doing and what is socially desirable to do) with a message counter-arguing the negative aspects in the social representation of public transport.Overall, binding communication produces a positive effect on intention to use an eco-friendly transport mode but not on actual behavior. In reference to the Rubicon model, it seems that commitment has an effect on intentional processes (goal setting) but not volitional processes (goal striving). The formation of implementation intention focuses on the identification of barriers to behavioral change and solutions to overcome these obstacles. This procedure could be used to maintain the volition processes.We suggest focusing on persuasive messages that show how daily obligations are reconcilable with the choice of an eco-friendly transport mode. The goal is to enable the individual to appropriate behavior rather than its consequences. Moreover, binding communication linked to social norms can enhance the effectiveness of the procedure. Finally, we recommend the establishment of interventions tailored to the stages of change in which people are to help them take the next steps.