- Title: Investigating the relationship between watching educational TV advertisements regarding correct electricity consumption and adopting behaviors leading to reduced electricity consumption among elementary school students in Abadan
- Student: Nasrin Rahmani
- Supervisor: Dr. Mohammad Kamali
- University: IRIB University
- Degree: Master’s
- Major: Commercial Advertising
- Defense Date: October 2012
Abstract:
Undoubtedly, children as the future-building generation and those who will guide tomorrow’s society are a valuable asset and considered one of the most important pillars of any system. Proper attention to the upbringing, education, and awareness of children as the most valuable wealth in societies comprises an important part of the educational activity process and consumer behavior modification regarding energy conservation strategies.
The purpose of this research is to investigate the relationship between watching educational TV advertisements regarding correct electricity consumption and the adoption of behaviors leading to reduced electricity consumption among elementary school students in Abadan. Data were obtained using a 25-question researcher-made questionnaire and by conducting a pre-test and post-test for 2 groups of elementary students in Abadan. One of the 2 studied groups was considered as the control population, and one group watched educational advertisements regarding correct electricity consumption. Since the target advertisements had to be seen for the first time by the target students, 2 ads were created by the researcher and shown to the target group. Data were analyzed using SPSS software, paired t-test, and independent t-test, and ultimately, the obtained results showed that watching educational advertisements increases the knowledge, attitude, and performance of Abadan elementary school students regarding correct electricity consumption and leads to the adoption of electricity-saving behaviors among elementary students. In this research, the impact of demographic components (such as grade level, gender, father’s education, mother’s education, father’s occupation, and mother’s occupation) on the knowledge, attitude, and performance of Abadan elementary school students regarding correct electricity consumption was assessed, and ultimately it was concluded that there is a relationship between the rate of adopting behaviors leading to reduced electricity consumption and demographic variables.
