Dr. Lea Primožič, Dr. Michael Burnard and Dr. Andreja Kutnar, InnoRenew CoE, UP IAM researchers, recently published a scientific article “Engaging with sustainable construction communication: the effects of tone, topic, and type”, in Frontiers in Communication.

In the study they 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.

Using a randomized online experiment, findings highlight the importance of how sustainable construction is communicated. In particular, framing messages around human health may be more effective in increasing stakeholder engagement.