20.500.12556/RUP-23462 Engaging with sustainable construction communication the effects of tone, topic, and type Introduction: The built environment and the construction industry are responsible for a significant portion of global emissions. If climate goals are to be achieved, considerable changes must be made. It is important to strive for more sustainable practices across all sectors, including construction. Effective communication strategies play a crucial role in promoting sustainable construction; however, current communication efforts often lack targeted messages for key stakeholders. This study investigated how different message characteristics—tone (informational vs. emotional), topic (human health vs. cost effectiveness), and type (scientific vs. non-scientific)—in relation to sustainable construction concepts such as restorative environmental and ergonomic design (REED), influence professional stakeholder engagement. Methods: Lasswell’s model of communication from 1948 was used to identify the communicator, channel, and target audience. Communication messages and their effectiveness were tested using an online questionnaire with randomized controlled experiments. Eight communication messages were developed in order to test and compare all combinations of the three factors (tone, topic, and type). Responses were analysed using Bayesian ordinal regression. Results: Bayesian ordinal regression revealed that the effect of these factors varied based on the question asked. Of note, messages with a human health topic yielded greater agreement among respondents, indicating its importance in sustainable construction communication. Other effects differed across experimental conditions and response measures. Discussion: These findings provide suggestions for improving promotions of new concepts in sustainable construction and indicate that message framing plays an important role in shaping stakeholder responses in sustainable construction communication. In particular, health-related framing may be more effective in increasing engagement. Uvod Grajenju okolju in gradbeni industriji pripada pomemben delež svetovnih emisij. Če želimo doseči podnebne cilje, so potrebne precejšnje spremembe. Pomembno je, da si prizadevamo za bolj trajnostne prakse v vseh sektorjih, vključno z gradbeništvom. Učinkovite komunikacijske strategije imajo ključno vlogo pri spodbujanju trajnostne gradnje, vendar so sedanja komunikacijska prizadevanja pogosto brez ciljno usmerjenih sporočil za ključne deležnike. V tej raziskavi smo preučevali, kako različne značilnosti sporočil – ton (informativni v primerjavi s čustvenim), tema (zdravje ljudi v primerjavi s stroškovno učinkovitostjo) in vrsta (znanstvena v primerjavi z neznanstveno) – v povezavi s koncepti trajnostne gradnje, kot je obnovitveno okoljsko in ergonomsko načrtovanje (REED), vplivajo na vključenost strokovnih deležnikov. Metode Za opredelitev sporočevalca, komunikacijskega kanala in ciljne skupine je bil uporabljen Lasswellov model komuniciranja iz leta 1948. Komunikacijska sporočila in njihovo učinkovitost smo preverjali s spletnim vprašalnikom z randomiziranimi kontroliranimi poskusi. Razvitih je bilo osem komunikacijskih sporočil, s katerimi smo preverili in primerjali vse kombinacije treh dejavnikov (tona, teme in vrste sporočila). Odgovore smo analizirali z Bayesovo ordinalno regresijo. Rezultati Bayesova ordinalna regresija je pokazala, da se je vpliv teh dejavnikov razlikoval glede na zastavljeno vprašanje. Zlasti so sporočila, osredotočena na zdravje ljudi, dosegla večje strinjanje med anketiranci, kar kaže na njihov pomen pri komuniciranju o trajnostni gradnji. Drugi učinki so se razlikovali glede na eksperimentalne pogoje in uporabljene mere odziva. Razprava Ugotovitve ponujajo predloge za izboljšanje promocije novih konceptov na področju trajnostne gradnje ter kažejo, da ima oblikovanje sporočil pomembno vlogo pri oblikovanju odzivov deležnikov v komunikaciji o trajnostni gradnji. Zlasti se zdi, da je okvirjanje sporočil z vidika zdravja lahko učinkovitejše pri povečevanju vključenosti deležnikov. communication sustainable construction REED komuniciranje trajnostna gradnja REED true false true Angleški jezik Slovenski jezik Članek v reviji 2026-08-13 08:48:30 2026-08-13 08:48:30 2026-08-14 03:08:01 0000-00-00 00:00:00 2026 0 0 str. 1-18 Vol. 11 2026 0000-00-00 Zaloznikova NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2026-07-29 69:502.131.1 2297-900X 10.3389/fcomm.2026.1617705 287666947 https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2026.1617705/full 1 c4e88c1b-96e2-11f1-9e8d-005056ac49c0 https://repozitorij.upr.si/Dokument.php?lang=slv&id=34382 RAZ_Primozic_Lea_2026.pdf RAZ_Primozic_Lea_2026.pdf 1 EC678FA98F72E8B0FCBCF43D6D4DFF68 b466a2970b15177afba8108badbcd675e515f1bf951d0c9ac6d5bdb56db4592a 0667e23f-96e3-11f1-9e8d-005056ac49c0 https://repozitorij.upr.si/Dokument.php?lang=slv&id=34383 Inštitut Andrej Marušič 0 0 0