Effectiveness of a Behaviour - Based Energy Conservation Campaign, Targeting Accessibility Door Systems on Dalhousie Studley Campus

Abstract

The purpose of this study was to determine the effectiveness of a community-based social marketing (CBSM) campaign in reducing the misuse of accessibility door systems by able-bodied persons on Dalhousie Studley Campus. The research question was “Would a marketing campaign advertising the costs of using accessibility doors decrease the usage of these systems by able-bodied Dalhousie Studley campus members?”. The CBSM campaign consisted of a series of posters placed around campus, highlighting that the misuse of accessibility door systems on Dalhousie Studley Campus emit 14 tonnes of carbon dioxide a year (Delaf et al., 2017). Researchers executed a series of data collections before the campaign to act as a control, and then after to determine if there was a significant decrease in the mean number of patrons on Dalhousie’s Studley Campus misusing the systems. There was no statistical difference in the mean misuse of accessibility door systems before and after the CBSM campaign (P=.98). Therefore, we fail to reject the null hypothesis that there is no difference in the means. This research has placed emphasis that one small change can make a big impact. The results have suggested that Dalhousie should invest in new doors to reduce heat loss and encourage manual use. As well, another attempt at a CBSM campaign on Dalhousie’s Studley campus could be beneficial in continuing awareness of the negative impacts of small actions, such as misusing the accessibility door systems.