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- W2912201332 abstract "Sustainable development is a big challenge for developing countries, due to lack of effective communication about sustainability to the rural population. This paper aims at building a theoretically and statistically sound model to communicate sustainability more effectively in rural areas in order to achieve sustainable development. To this end, the constructs and items of the hypothesised model are identified, based on a focus group discussion and backed by the literature reviewed. Both partial least squares and covariance-based structural equation modelling approaches were used to test the hypotheses and validate the model against multiple indices after analysing survey data collected from 300 community radio listeners in Bangladesh. It was found that the unique media characteristics of community radio positively increased the acceptability of sustainability communications, which in turn affects the behavioural determinants (popular theory: attitudes, self-efficacy belief and social norms) and changed the intention to adopt sustainable behaviour. Example cases from around the world also support the statistically sound model. The paper also provides implications and directions for future research." @default.
- W2912201332 created "2019-02-21" @default.
- W2912201332 creator A5001240315 @default.
- W2912201332 creator A5090814521 @default.
- W2912201332 date "2019-02-04" @default.
- W2912201332 modified "2023-10-06" @default.
- W2912201332 title "Communicating Sustainability: Using Community Media to Influence Rural People’s Intention to Adopt Sustainable Behaviour" @default.
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- W2912201332 doi "https://doi.org/10.3390/su11030812" @default.
- W2912201332 hasPublicationYear "2019" @default.
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