The Effects of Message Design Related to Photovoltaic Energy on University Students' Attitude

에너지시설에 관한 친환경 메시지 디자인이 대학생의 태도에 미치는 영향

This research aims to identify the effect of message design on university students' attitude toward the BIPV (Building Integrated Photovoltaic) and find out its educational availability and implications in environment education. For this purpose, we conducted a survey on questionnaires answered by 244 students of S university at lunch time in the school restaurant with the imaginary scenario that it is required to increase the food price due to photovoltaic-equipment. The students were divided into 9 groups and according to whether the eco-friendly message components are offered and the different rate of a rise in the foods' price. In order to look over various aspects of attitudes, the questionnaires are subdivided into 2 parts according to the classification of attitudes; the preference as an cognitive-affective attitude and the intention of visit as an behavioral attitudes. The results of this study are summarized as follows; (1) The eco-friendly message design has a significant effect on students' attitude. (2) If given explanation including information regarding eco-friendly facility and marking eco-friendly' adject, it has an positive influence on students' preference and intention of visit. (3) It is more effective to offer the information about the reason why the cost increase than just explain the eco-friendly characteristics of object as the message design strategy to attract student's positive attitude. (4) Although it is required to burden a certain scale of cost, students show higher preference and intention of visit if given the eco-friendly message design.