Public-diffusion-based promotion strategy for spreading awareness on green programs

Abstract

Public participation is essential to resolve climate change issue, but participation rate of green programs has stayed low due to little awareness. Promotion strategies have been developed in previous studies to raise awareness, but mostly focused on promotion channel while generalizing the target audience. The aim of this study is to examine an awareness diffusion of green programs according to individual’s socio-economic status and to develop promotion strategy for enhancing public diffusion and equity. Agent-based diffusion model is constructed to estimate a diffusion speed of each individual type, and varying diffusion speeds is considered for forming a target audience. When 40~60% of target audience are from the low-diffusion groups, an average diffusion speed becomes the highest while having a high equity value. This infers that when community-based promotion strategies take up 40~60% of total promotion efforts, total public awareness on green programs will be maximized.