Clean vs green: the impact of reading short stories on sustainable and healthy cleaning behaviours

Fact-based information campaigns aimed at encouraging more sustainable behaviour have typically resulted in minor effects that tend not to last. Scholars in the fields of entertainment education have proposed storytelling as an alternative strategy. Most existing studies have focused on health communication, but there is increasing interest in exploring storytelling to promote pro-environmental behaviours. Our focus in this study are behaviours which have both health and environmental implications: personal cleaning, household cleaning, and laundry. In a study using both quantitative and qualitative analyses (from a survey to which 77 individuals responded), we find that messages embedded into a short story significantly changed behavioural intentions in readers across all three domains. Readers reported gaining knowledge from the stories, in terms of the specific products and practices that one could undertake and with respect to the commonly held misconception that aggressive cleaning practices in the home (e.g., high temperatures, strong chemicals) are beneficial to human health. Results have implications for interventions aimed at promoting behaviours that have joint benefits for human and environmental health.