Communication engageante et représentations sociales : une application en faveur de la protection de l’environnement et du recyclage

The aim of this study is to compare the effectiveness of several communication strategies, by articulating the binding communication paradigm and the social representation theory, in order to encourage young sportsmen to act for environmental protection. A pilot study made it possible to identify central and peripheral elements of the social representation of environmental protection. An experiment was conducted and the results conform to our expectations. On one hand, the participants in the binding communication situation express attitudes and behavioral intentions more favorable towards recycling and environmental protection than those who only read the persuasive message. On the other hand, the activation of central elements involves more important changes in attitudes and behavioral intentions than the activation of peripheral elements.