A106.
O’Donnell,
C. &
Rice, R. E. (2012). A communication
approach to campus bottled water campaigns. Social
Marketing Quarterly, 18(4), 255-273.
This paper applies a
communication/persuasion model to examine
what characteristics of students on a United States university campus
are associated
with drinking bottled water. Survey results show that those who drank
more
bottled water included non-Whites, those who trusted traditional
organizations
more and environmental organizations and scientists less, those who
read the
campus newspaper, and those who valued water safety, taste, and
convenience
more. Significant bivariate influences on more frequent bottled water
drinking
that did not persist in the
hierarchical regression included conservativism, religiosity, Christian
religion, non-individualism, less interpersonal communication about
environmental issues, less civic involvement, younger age, and fewer
environmental behaviors. Groups working to reduce bottled water
consumption on
campuses should provide access to filtered water and emphasize the
connection
between bottled water and environmental issues, rather than health
issues.
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