Eficacia de la comunicación en campañas de concienciación para promover la economía circular: acciones de marketing social para impulsar cambios de hábito

Abstract

Communication plays a crucial role in the transition towards a circular economy due to its importance in promoting habit changes among different social actors. This thesis focuses on students and its objective is to design and implement an experimental model to evaluate the effectiveness of audiovisual products using facial microexpression analysis and eye-tracking technology. To this end, we carried out: (1) a systematic literature review on the circular economy approached from the areas of communication and education, (2) the design of a social perception questionnaire and a representative survey in the Community of Madrid, (3) interviews and focus groups with experts in biotechnology and communication, whose discourse was analyzed using grounded theory, and (4) a quasi-experiment of user experience in a laboratory with 59 bachelor's degree students. The results indicate the opportunity of neuromarketing techniques applied to this research object from the field of communication, reveal some keys that could increase the effectiveness of awareness campaigns, and identify limitations and improvements of the user experience model used. This thesis is composed of three articles published in high impact scientific journals and one article that is in revision publication process at the moment of the thesis deposit. Additionally, a further four articles elaborated in the context of the BIOTRES- CM project are appended as annexes due to their close relationship with the objectives of the thesis.