Keywords: communication, innovation, interest, Mexico, perception, responsible environmental behaviour, environmental education, behavioural change
Understanding environmental behavioural change through communication: a new perspective of environmental education
This paper describes a five-year research project in the field of communication sciences, focused on the communicational understanding of the concept of environmental behaviour change. In our research, responsible environmental behaviour (REB) was studied from the communication perspective in order to understand the individual and the social factors that lead to the adoption or rejection of the REB. We developed a model that explains how the concept of responsible environmental behaviour is modified and translated as the communication exchange between actors take place. Our communication model was applied to explain how REB is defined, translated and implemented in relationship to water in the case of Mexico. Perceptions and interests are key elements in the communication interactions concerning the adoption of this new behaviour. The communication perspective gives us some tools to improve the environmental education practice.