Chapter19: Environmental concern: the key to communication effects and behavioural change.

The article focuses on environmental concern as a key construct in environmental education and pro-environmental behavior. Environmental concern is an important construct when it comes to effective communication aimed at changing environmental attitudes and behavior. Promoting environmentally friendly behavior is one of the cornerstones of environmental policy. Dual-process models of persuasion and attitude change as well as the distinction between outcome and value involvement provide useful theoretical tools to derive communication strategies and goals aimed at inducing environmentally friendly attitudes and behaviors.