Study reveals how communication sequence strengthens green persuasion

A recent study published in the Journal of Travel & Tourism Marketing, authored by Professor Insin Kim and Dr. Alisa Kazakova from Pusan National University, along with Dr. Marcel Bastiaansen and Tilburg University, explores how the sequence of communication affects green persuasion in tourism. The researchers discovered that presenting environmental harm before suggesting solutions could increase attention and engagement with sustainable practices.

Their findings are based on two studies using neural and behavioral evidence, which revealed distinct roles for emotional arousal and valence during persuasion. While arousal initially boosted attention, it did not directly influence the intention to engage in environmentally friendly actions. Instead, valence - the emotional evaluation of the information - proved to be the primary driver for later judgment and behavioral intention.

This suggests that organizations in the tourism industry could structure their sustainability communication as a sequence: beginning with an environmental concern, followed by a credible solution such as choosing lower-carbon travel options or supporting marine conservation. The study proposes that this progression can transform heightened attention into constructive engagement, without resorting to frightening or overwhelming visitors.

Organizations, therefore, should aim to guide attention toward positive evaluations of solutions, encouraging responsible behavior in the long term. The research emphasizes that effective persuasion requires guiding attention to credible solutions rather than simply eliciting intense emotional reactions.