Sustainability publics and effective environmental communication: public segmentation and problem-chain recognition effects

This paper employs the Situational Theory of Problem Solving (STOPS) and Problem-Chain Recognition (PCR) to address the communication challenges in sustainability efforts. An online survey of 305 U.S. residents examines the efficacy of these theoretical frameworks in segmenting the public and enhancing engagement with sustainability issues. Findings indicate that active public segments, as identified by STOPS, demonstrate higher levels of engagement, situational motivation, and problem recognition, particularly when local environmental concerns are effectively linked to broader climate change issues via PCR. This study emphasizes the importance of strategic communication in mobilizing public action towards sustainability, providing insights into applying STOPS and PCR for more targeted and impactful environmental campaigns.