From Awareness to Action: The Role of Civic Campaigns and Persuasive Technologies in Sustainable Behaviors

Abstract

Civic campaigns and technology interventions are increasingly recognized as powerful drivers of sustainable waste management behaviors. This study investigates how civic campaigns and persuasive technologies interact to promote sustainable waste practices in Finland. Drawing on a mixed-methods approach, the study combines survey data from 255 residents with interviews from civic organizations to explore the role of engagement levels, campaign effectiveness, and ICT interventions in shaping pro-environmental behavior. Findings reveal that while residents generally exhibit strong recycling habits, sustained participation depends on continued civic outreach, awareness of environmental concerns, and value-based motivation. Digital persuasive tools, such as mobile/web apps, social media, and innovative technologies, were found to be effective for raising waste awareness and supporting sustainable efforts, but do not independently drive behavioral change. The study highlights the importance of integrating civic strategies with persuasive technologies to bridge the intention-action gap, scale engagement, and reinforce sustainability norms. The paper contributes to the literature on ICT for sustainability by demonstrating how tailored civic-tech can complement grassroots efforts to foster long-term sustainable behavior change.