| Abstract: | This study demonstrates the considerations involved in evaluation research into the effectiveness of campaigns designed to influence social change. It is an examination of the results of applying aspects of the attitude change studies to the subject of environmental issues. A case study was made of the Smallternatives energy conservation campaign which originated in 1976 in Brisbane, at a time of little recognition of an energy 'crisis' for Australia or the need for energy conservation. Results indicated that levels of concern for environmental issues were present throughout the sample; that one group (who requested Smallternatives information) were more concerned about energy and environmental issues than groups who had not requested it; and that the booklet, when issued without request, had little or no effect on desired attitudes towards energy conservation. These results are discussed with respect to the dilemma of attitude-behaviour consistency, and the impact of information input when it is sent to, rather than requested by, the individual. |
