• Title/Summary/Keyword: Veggie Day Campaign

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The Influence of Veggie Day Climate Campaign on Social Media Responses and Pro-environmental Behaviors: Based on University Students in Busan ('채식의 날' 기후변화 캠페인이 소셜미디어 반응과 캠페인 참여에 미치는 영향: 부산 지역 대학생들을 중심으로)

  • Park, Sejung;Lee, So-Eun;Seo, Ji-Hyun;Oh, Kum-Sik
    • The Journal of the Korea Contents Association
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    • v.21 no.12
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    • pp.888-895
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    • 2021

  • The aim of this study is to investigate the effects of climate messages using vegetable consumption arguments on social media. This study examines how interestingness and comprehension of messages affect social media responses and participation in campaigns as well as the moderating effect of the interest in vegetarianism (IV). The results indicate that interestingness and comprehension led to social media responses and participation in campaigns. The moderating effect of IV was significant.

  • https://doi.org/10.5392/JKCA.2021.21.12.888 인용 PDF KSCI HTML