The Effect of Message Sender or Message Frame on Behavioral Intent to Follow LNT Principles

Authors

  • Keri A. Schwab California Polytechnic State University, San Luis Obispo, CA
  • Marni Goldenberg California Polytechnic State University, San Luis Obispo, CA
  • Ben Sherman California Polytechnic State University, San Luis Obispo, CA
  • Lana Mai Huynh California Polytechnic State University, San Luis Obispo, CA

DOI:

https://doi.org/10.18666/JOREL-2025-12389

Keywords:

Pacific Crest Trail, Environmental communication, theory of planned behavior, Leave No trace

Abstract

This study investigated message effectiveness on behavioral intentions of Pacific Crest Trail hikers to follow two Leave No Trace practices: dispose of waste properly and travel and camp on durable surfaces. This study tested the effect of three message frames—humor, moral, or threatening appeals—to determine which message influenced the viewer’s intent to follow an LNT principle. This study also tested which message sender—ranger or volunteer—influenced the viewer’s intent to hike on durable surfaces. The data shows a relationship between gender and survey participants’ reported intentions to perform LNT behaviors. The study also found that participants with more self-reported prior knowledge of LNT principles were more likely to perform the recommended behaviors. These findings indicate that LNT education is an effective tool for limiting the environmental impact of hikers on the PCT, and they highlight a need for further research in LNT communication, gender, and outdoor recreation. 

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Published

2025-05-10

Issue

Vol. 17 No. 3 (2025)

Section

Regular Papers

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