An Initial Model of Pro-environmental Persuasive

System Design
Mohamed Zamri Mohd Zain
Center for Instructional Technology and Multimedia, Universiti Sains Malaysia, Pulau Pinang
mzmz14_tpm007@student.usm.my

Abstract
Persuasion is a process of influencing others through communication. While persuasive
technology is a communication technology that is designed to change attitudes or
behaviours of the users through persuasion and social influence. Taking advantage offered
by this technology, and the importance of global sustainability issue, this paper will discuss
about how behaviour can be modified or formed towards pro-environmental specifically
regarding eco-innovation adoption among the Malaysian consumers. One of the biggest
challenge in developing persuasive system to support this project is the selection of the right
persuasive principles and corresponding strategies to stimulate the antecedents of proenvironmental behavior. Based on basic process of persuasive application development by
Fogg (2009) and generic process of persuasive system design by Oinas-Kukkonen and
Harjumaa (2009), an initial model of pro-environmental persuasive system design has been
proposed.

Introduction
Behavior modification is a process of modifying existing behavior towards a new behavior.
While behavior formation on the other hand is a process of establishing a new set of
behavior. Behavior can be formed of modified in various ways. The advancement in
communication technology and interactive multimedia especially in the digitals era of 21st
century offers a new dimension in behaviour change practice. Fogg (2002) stressed that the
world and technology have evolved dramatically since Carl Hovland first began the
systematic investigation of communication and persuasion in the 1950s whereby
communication medium is heavily influenced by technology and computers play a huge role
in human life. So is the persuasion. Persuasion is human communication designed to
influence the autonomous judgments and actions of others (H.W. Simons, J. Morreale and
B. Gronbeck, 2001). Fogg (2002) in relation to persuasion added that we have entered an
era of persuasive technology, of interactive computing systems designed to change people's
attitudes and behaviours.
Persuasive technology is broadly defined as a technology that is designed to change
attitudes or behaviours of the users through persuasion and social influence, but not through
coercion (Fogg 2002). Its mean that the effects of persuasive technology are planned
effects not the side impact of the technology. Meanwhile Torning and Oinas-Kukkonen
(2009), defined persuasive systems as an attempt to infuse a cognitive and/or an emotional
change in the mental state of a user to transform the users current cognitive state into
another planned state through a system that is designed on the persuasive principles.
In many cases, existing persuasive applications motivate persons to change their behaviour
for personal benefits. For example, a persuasive application aiming to convince individuals
to quit smoking persuades their behaviour change by highlighting the benefits of good health

(Kimura, H., & Nakajima, T., 2011). However, it is easily imagined that people are scarcely
motivated for behavioural changes aiming at public benefits such as environmental
protection. One of the difficulties to change users behaviour for this purpose is that it does
not make any sense for a person to change his behaviour if others do not act in concert.

Global Sustainability and Eco-Innovation

The main issue of global sustainability is in the context of climate variation. Anthropogenic
factors to the issues are human activities which affect the climate. According to UN data,
Malaysias carbon emissions in 2006 stood at 187 million tons or 7.2 tons per capita, one of
the worlds highest per capita. Climate change mitigation generally involves reductions in
human (anthropogenic) emissions of greenhouse gases (GHGs) through switching to lowcarbon energy sources and using energy efficient product.
The energy efficient product is a part of eco-innovation effort. Eco-innovation refer to the
type of innovation which contributes to an improved environment as well as a good
economic exchange. However, lack of consumer demand for eco-innovation product is
among the greatest barrier for businesses to embark in eco-innovation production due to
lacking in consumers pressure for green alternatives over concerns on its efficiency and
convenience (GlobeScan, 2012).
Based on literatures, it is suggested that eco-innovation development and sustainability are
driven by the following factors:
a) Production the main barrier in the production of eco-innovation lies on economic
factors, technology and invention risks at the industry level as well as perceived
characteristic of the eco-innovation at the consumer level.
b) Policy and regulation this factor could contribute to the diffusion of eco-innovation
among the industries or consumer levels as a driver or barrier dependent on the
direction it was formulated.
c) Diffusion the process of eco-innovation reach the target lies on the communication
channel and the way the message is delivered that convey the right meaning to the
intended audience for faster adoption.
d) Adoption the rate of eco-innovation adopted depends on the readiness of
behaviour properties and demographic characteristics of the individuals that
perceived the eco-innovation as an advantage driven by personal, incentives, or
environmental motives.

Pro Environmental Behavior

Eco-innovation adoption among the consumer is related to the readiness of behaviour
properties that perceived the eco-innovation as an advantage mainly driven by
environmental motive. The behavior is known as pro environmental behavior according to A.
Kollmuss & J. Agyeman (2002) which defined pro-environmental behaviour as a behaviour
that consciously seeks to minimize the negative impact of ones actions on the natural and
built world (e.g. minimize resource and energy consumption, use of non-toxic substances,
reduce waste production). Stern (2000) added that pro-environmental behaviour is a
behaviour that has a positive impact on the availability of materials or energy and
behaviour that positively alters the structure and dynamics of ecosystems or the biosphere
(Stern, 2000).

Prior research has identified a variety of factors that influence pro-environmental behaviour.
Factors include demographic variables such as age, gender and educational background
(Fliegenschnee and Schelakovsky, 1998; Ye et al., 2003), internal factors such as
responsibilities, motives, pro-environmental knowledge, values, attitudes, and locus of
control (Han et al., 2011; Hines et al., 198687; Stern et al., 1993), and external factors such
as institutional, economic, social incentives and constraints (Blake, 1999; Kollmuss and
Agyeman, 2002).
In a recent study among 180 Malaysian consumers regarding psychological determinant of
pro environmental behaviour towards eco-innovation adoption, revealed that there are three
main psychometric elements that differentiate an individual to become an eco-innovation
adopter or otherwise:
a) Environmental Value significantly higher in adopter group at p < 0.05
b) Personal Norms significantly lower in non-adopter group at p < 0.05
c) Ecological Attitude significantly higher in adopter group at p <0.10
The result suggests that the rate of eco-innovation adoption can be increased by stimulating
the three psychometric elements toward pro-environmental behavior through behavior
intervention.

Persuasive Technology and Behavior Change

Persuasive technology is broadly defined as a technology that is designed to change
attitudes or behaviours of the users through persuasion and social influence, but not
through coercion (Fogg 2002). Its mean that the effects of persuasive technology are
planned effects not the side impact of the technology. Basically there are five keys that
refers to persuasive technology:
a) Persuasion is defined as an attempt to change attitudes or behaviours or both
(without using coercion or deception).
b) It focuses on attitude or behaviour change resulting from human computer-interaction
(HCI), not from computer-mediated communication (CMC)
c) It focuses on planned persuasive effects of technology, not on side effects of
technology use.
d) It focuses on endogenous, or "built-in", persuasive intent of interactive technology,
not on exogenous persuasive intent (i.e., intent from the user or another outside
source).
e) It recognizes that technology can persuade on two levels, macro and micro.
According to the 7th International Conference on Persuasive Technology 2012, Persuasive
Technology is a stimulating interdisciplinary research field that focuses on how interactive
technologies and services can be designed to influence peoples attitudes and support
positive behavior change.
Persuasive Technology has been widely used in the environmental behaviour domain
especially involving behaviour modification in energy conservation. The persuasive system
ranging from fixed smart device to smart phone application on android platform. Most of the
results returned significant improvement in term of actual behaviour and psychometric
properties of that target behaviour. The following table shows several empirical based
studies and related psychological factors in eco-innovation context that used persuasive
technology for behaviour modification.

Table 1: Persuasive Technology in Pro Environmental Behavior Context

Source

Context

(Chen et al.,
2012)

Energy
conservation

(Cokun &
Erbu, 2014)

Proenvironmental
behaviour
Energy
conservation -

(Cowan,
Bowers, Beale,
& Pinder, 2013)
(DOca,
Corgnati, &
Buso, 2014)
(Emeakaroha,
Ang, Yan, &
Hopthrow,
2014)

Energy
conservation electric
Energy
conservation electric

(Ecker, Holzer,
Broy, & Butz,
2008)

Fuel saving

(Erickson,
Podlaseck, &
Sahu, 2012)

Water
conservation

(Foster,
Lawson, Blythe,
Cairns, & Pool,
2010)

Energy
conservation electric

(Jylh, Nurmi, &

Sirn, 2013)

CO2 emission
reduction

(Kimura &
Nakajima,
2010)

CO2 emission
reduction

(Kuznetsov &
Paulos, 2010)

Water
conservation

(Medland,
2010)

Paper
conservation

Psychological
Factors

Persuasive
System

Environmental
Value
Behaviour
Motivation
Behavioural
intention
Habitual
behaviour
Goal attainment
Awareness
Attitude
Behaviour
Awareness
Energy
conservation
behaviour

Virtual ecosystem aquarium

Smart phone
application

Intrinsic
Motivation
Driving
behaviour
Awareness
Social
comparison
Usage behaviour
Competition
Motivation
Usage behaviour
Motivation
Travelling
behaviour
Consciousness
Proenvironmental
behaviour
Awareness
Motivation
Usage
Behaviour
Motivation
Belief
Sustainable
printing practices

Stroppy kettle
device
Smart meter
device
Persuasive
FeedBack Support
System
(PFSS)
Eco
Challenge
persuasive in
car game
Dubuque Real
time feedback
Portal System

Participants

Results

40 students in
2 labs in
Taiwan
20
participants in
Turkey
6 households
in UK

Significant at
earlier stage

12
households in
Italy
16 residential
students hall
in University
of Kent

Significant up
to 57% energy
saving
Significant
saved an
average of
91.45 kWh

37 test
engineers in
Munich

Significantly
modified
behaviour not
fuel saving
Significantly
decreased
water usage at
6.6%
Significantly
reduced
energy by
130kW

303
households in
Iowa

Significant and
inclining over
time
Potentially
significant

Watts up
monitoring
device and
Facebook
integration
MatkaHupi
mobile
application
Eco-island
persuasive
game

8 households
in UK

12
participants in
Helsinki
6 families in
Japan

Potentially
significant

Upstream
water usage
sensor device

Installed in 2
public
bathrooms in
the US
An office with
120 workers
in Kelvin
Groove Urban
Village.

Significantly
reduce water
usage up to
30%
Potentially
significant

Automated
usage
tracking and
eco-matrix
feedback
system

Potentially
significant

At local context, persuasive application has been widely used in varieties of purposes
especially in awareness and attitude change. The following table shows several empirical
based studies in persuasive technology and related principles used in the design and
development of the persuasive application.
Table 2: Persuasive Application in Malaysian Context.
Source
Azliza and Wan

Persuasive
Application
Child Sexual

Persuasive Technique
Cause and effects

Recommendations
There is a need to design and

Ahmad Jaafar
(2013)

Abuse
Awareness

Simulation
Similarity
Virtual Rehearsal

Wan Ahmad Jaafar

and Mohamed
Zamri (2014)
Zuraini Hanim and
Wan Fatimah
(2011)
Arifah Fasha and
Nadia (2011)

Abused Disable
Parking

Mohd Fitri, Abdul

Nasir and Nor
Fadziana (2011)

Virtual Hajj (VHajj)

Abdul Nasir et al.

(2013)

Persuasive
Learning For
Elder

Abdul Nasir,
Nurtihah and
Fadzilah (2012)

Islamic Sex
Education (ISE)
Courseware

Sobihatun, Wan
Ahmad Jaafar and
Azilah (2010)

Children Dental
Anxiety

Mohammad et al.
(2012)

Smoke Shooter

Wan Ahmad Jaafar,

Siti Nor Jannah and
Mohamed Zamri
(2012)

Persuasive
Multimedia
Stress
Awareness

Mathematic
Learning Li2d
I-Iqra

Virtual Rehearsal
Similarity Praise
Social learning
Simulation
Attractiveness
Praise
Similarity
Information Quality
Contiguity
Self-Monitoring
Praise
Cause and effects
Virtual Rehearsal
Simulation

Attractiveness
Conditioning
Cause and effects
Simulation
Ease-of-Use
Enlightenment
Threat
Binding
Cause and effects
Virtual Rehearsal
Similarity
Praise
Social learning

Praise
Cause and effects
Attractiveness
Mobile simplicity
Information quality
Cause and effects
Similarity
Social learning

develop a multimedia learning

associated with persuasive learning to
raise awareness since materials
regarding this issue is limited
Persuasive multimedia have a great
potential to be used as an attitude
treatment in misuse disable parking
Techniques used to attract and
change attitudes towards learning
mathematics shows significant result
Combining persuasive technology in
multimedia shows significant impact
on learning to recite Al-Quran

The capability of virtual environment

(VE) to imitate the real world
environment and its interactivity to
entertain provides users with a new
experience similar to the real life
situation
To increase the knowledge of elder
people, the ability of media to
persuade and motivate in delivering
the content should be considered
Principle of enlightenment, threat and
binding elements were used in the
macro design strategies to grab
learners motivation and attention
Principle of Virtual Rehearsal,
Principle of Similarity, Principle of
Praise and Principle of Social
Learning used in the persuasive
application successfully reduces
childrens dental anxiety
Repetitive sequence of presentation
and information highlighted the
danger of smoking would raise the
students attention in avoiding
cigarette and smoking habits
To encourage students to avoid
symptom of stress, cause-and-effects
and similarity principles to simulate
the environment they faced that could
be happening found to be useful

Source: Adapted from Lutfi, M., Nur, S., & Salam, A. (2014)

Persuasive System Design

Due to recent development in communication technology and today life style, there are three
potential outcomes for a persuasive system to influence users behavior which are
reinforcement, i.e., making current attitudes resistant to change, changing outcome, i.e.,
relating to ones response to an issue and shaping outcome, i.e., formulating a pattern for
situations where one did not exist before (Oinas-Kukkonen H, & Harjumaa M, 2008).
Midden et al. (2008) in relation to behavior intervention, describe the linkage between
technology and behavior that is sustainable by distinguishing four possible roles of
technology:

a) Technology can be a coordinator and intermediary, it should help the user to achieve
a goal (here: reducing negative ecological impact by human behavior).
b) Technology can serve as an amplifier; it can amplify the potential of the user to
achieve his goal.
c) Technology is a determinant, it changes and activates human behavior by means of
affordances, constraints and cues provided by the technological environment.
d) Technology promotes behavior by influencing the choices of the users.
Fogg (2009) proposes eight steps design process for designing persuasive systems in two
stages. The first stage involves four steps which aim to identify the target behavior,
antecedents to that target behavior and appropriate channel to address the problem. The
second stage involves system design and development which based on successful and
relevant previous persuasive application examples followed by behavior intervention and
analysis.

Figure 1: Eight Steps Persuasive Design Process (Adapted from Fogg, 2009)

Torning and Oinas-Kukkonen (2009) as well as Oinas-Kukkonen and Harjumaa (2009)

propose the Persuasive Systems Design Model (PSD Model) that provides a framework for
the development of technology-mediated persuasion into three stages:
a) Understanding of the fundamental issues behind persuasive systems the
foundation that need to be clarified before embarking on behavior modification
intervention using persuasive technology .
b) Analysis of persuasion context situational analysis that provide framework and
direction for persuasive intervention including intent, event, and strategies for the use
of a persuasive system.
c) Design of system qualities where persuasive design principles were applied in the
persuasive system support features that stimulate the receptive sensory of the user
toward behavior change.

Figure 2: Persuasive Systems Design Model (PSD Model) (Adapted from Oinas-Kukkonen and Harjumaa,
2009)

The PSD Model was applied by Lehto and Oinas-Kukkonen in a study on web base alcohol
and smoking intervention in 2011 based on the framework in the following figure.

Figure 3: Persuasive System Design (Adapted from Lehto & Oinas-Kukkonen, 2011)

Oinas-Kukkonen (2012) improved the PSD model by introducing a foundation for the study
of behavior change support systems that make the earlier model clearer than before as
shown in the following figure.

Figure 4: Persuasive System Design Process (Adapted from Oinas-Kokkunen, 2012)

Initial Pro-Environmental Persuasive System Model

The main purpose of this persuasive system model is to stimulate the antecedents of proenvironmental behaviour toward the actual behavior that promotes environmental significant
behaviour in term of energy use, recycling behavior and green purchase. The antecedents of
pro environmental behavior will be treated separately according to specific persuasive
design features in an android based persuasive game.
Selection of persuasive design features are based on suggestion and finding from previous
research in the same domain and context as well as the theory and principle in persuasive
technology and behavior modification. Reason behind the strategy for specific persuasive
treatment approach in this persuasive system model is to evaluate the effectiveness and
suitability of each persuasive principle toward pro environmental behavior modification. The
initial generic model of pro environmental persuasive system is shown in Figure 4.

Figure 4: Initial Pro-environmental Persuasive System Model

Details of persuasive design features and strategies used in the system is shown in the
following table.
Table 3: Persuasive Software Features of Pro-environmental Persuasive System Model
Antecedents

Environmental
Value

Persuasive
Features
Principle
Feature

Strategy

Personal
Norms

Ecological
Attitude

Principle
Feature

Primary Task Support

Simulation
Systems that
provide
simulations can
persuade by enabling
users to observe
immediately the link
between cause and
effect
To provide immediate
cause and effect with
option used in the
system
Self-monitoring
A system that keeps
track of ones own
performance or status
supports the user in
achieving goals

Strategy

To provide performance
tracking in the system

Principle
Feature

Tunneling
Using the system to
guide users through a
process or experience
provides
opportunities to
persuade along the way
To guide users in the
attitude change process
by staging the system

Strategy

System Support Features

Computer Human
Social Influence
Dialog Support
Praise
Social learning
By offering praise, a
A person will be more
system can make
motivated to perform a
users more open to
target behavior if (s)he
persuasion
can use a system to
observe others
performing the behavior

To provide praise
feedback based on
option selected or
move by the user
Rewards
Systems that reward
target behaviors may
have great
persuasive powers

To provide virtual
rewards in term of
point credit for
performing the target
behavior.
Suggestion
Systems offering
fitting suggestions will
have greater
persuasive powers

To suggest
appropriate behaviors
during the staging
process

To include feature that

support team work / pair
effort in the system
Normative influence
A system can leverage
normative influence or
peer pressure to
increase the likelihood
that a person will adopt
a target behavior
To provide means for
collaborative effort
among user in the
system
Competition
A system can motivate
users to adopt a target
attitude or behavior by
leveraging human
beings natural drive to
compete
To provide means for
competing with other
users in term of point
collection

Conclusion
The primary goal of this paper is to establish persuasive system design model for pro
environmental behavior modification among the Malaysian consumer base on persuasive
technology. The proposed initial model consists of three main section that aims to stimulate
the antecedents of pro-environmental behavior towards the actual behavior that promotes
environmental significant behaviour in term of energy use, recycling behavior and green
purchase.
The model proposes nine components which divided into three appropriate dimensions for
learning environment which are primary task support, dialog support and social support that
will be considered during the development of android based persuasive game. The model is
in the initial stage of development and needs to be confirmed by the experts for the purpose
of content validity.

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