| Title: | Engaging with sustainable construction communication : the effects of tone, topic, and type |
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| Authors: | ID Primožič, Lea (Author)
ID Burnard, Michael David (Author)
ID Kutnar, Andreja (Author) |
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| Files: |  https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2026.1617705/full
 RAZ_Primozic_Lea_2026.pdf (2,27 MB)
MD5: EC678FA98F72E8B0FCBCF43D6D4DFF68
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| Language: | English |
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| Work type: | Article |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | IAM - Andrej Marušič Institute
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| Abstract: | 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. |
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| Keywords: | communication, sustainable construction, REED |
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| Publication version: | Version of Record |
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| Publication date: | 29.07.2026 |
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| Year of publishing: | 2026 |
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| Number of pages: | str. 1-18 |
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| Numbering: | Vol. 11 |
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| PID: | 20.500.12556/RUP-23462  |
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| UDC: | 69:502.131.1 |
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| ISSN on article: | 2297-900X |
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| DOI: | 10.3389/fcomm.2026.1617705 |
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| COBISS.SI-ID: | 287666947 |
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| Publication date in RUP: | 13.08.2026 |
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| Views: | 63 |
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| Downloads: | 4 |
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