Data from: Changing culture through pro-environmental messaging on digital signs: A longitudinal field study

Effective public messaging is critical to creating a more sustainable and
resilient culture. The explosion of social media has concurrently enhanced
information access while often reinforcing pre-existing viewpoints and
norms. Digital signage is more primitive, but is “in your face in your
space” in a way that has the potential to affect a broader local audience.
Environmental Dashboard (ED) is a communications platform and set of
content applications that combines information on current environmental
conditions, real-time resource consumption, positive actions being taken
by community members, and a community calendar. Prior research
demonstrates that exposure to individual ED applications in controlled
settings increases positive social norms for and concern about
environmental issues, emotional connection to resource consumption,
systems thinking skills, and motivation to act. We conducted a
longitudinal field study to assess whether ED content delivered via
digital signs installed in public locations would advance psychological
dimensions of sustainability and resilience within a community.
Participants (N = 174) completed surveys in six designated signage
locations prior to installation of signs and following two years of
continuous exposure (N= 133). We observed: increases in pro-environmental
social norms among people of color (a demographic emphasized); enhanced
awareness of and sense of connection with the local community and ecology;
increased awareness of electricity conservation; increased awareness of
youth engagement (another demographic emphasized). These findings support
the hypothesis that content on digital signs can be used to strengthen
pro-environmental and pro-community norms and attitudes.