Emotion-based insights into pro-environmental video campaigns: A study on waste sorting behavior in Ukraine

This study aims to examine how different types of pro-environmental video content (featuring humans versus AI-generated characters) influence household waste sorting attitudes and behaviors among Ukrainian residents. The research was conducted in two stages using a mixed-method approach. In the first stage, 102 individuals aged 18–45 watched two videos on waste sorting and completed an online questionnaire. Cluster and variance analyses were performed using Statistica software. In the second stage, 35 participants underwent a laboratory-based emotion analysis using iMotions software, heart rate monitors, and galvanic skin response sensors at the Behavioral Lab of Sumy State University (Ukraine) from May to July 2024. The results revealed that videos featuring real people were more effective in generating interest (average rating: 3.5 vs. 3.2) and emotional engagement, particularly joy and contempt, which were the most frequently expressed emotions. Cluster analysis identified four distinct respondent groups. Cluster 1 (39.2%) – primarily young women – responded positively to human-led videos but showed limited behavioral change. Cluster 2 (19.6%) – women aged 26–35 – reacted positively to both videos and were most willing to adopt waste sorting behavior. Cluster 3 (23.5%) – primarily men – showed moderate engagement and sorted waste occasionally. Cluster 4 (17.6%) – highly educated women – exhibited the least positive responses and were least likely to change their behavior. The emotion analysis confirmed that videos featuring real people elicited stronger emotional responses across all categories, whereas AI-generated videos prompted higher levels of anger but generally weaker engagement. AcknowledgmentsThe authors would like to acknowledge the Behavioral Laboratory at Sumy State University for providing the essential facilities and resources that enabled the successful completion of this research. Additionally, sincere appreciation is extended to all study participants for their valuable time, commitment, and contributions, which significantly enriched our understanding of consumer behavior related to waste management and the perception of advertising content.The research is supported by the International Visegrad Fund: Visegrad Fellowship Program. Project № 62410031, “Marketing research consumer behaviour in the waste management system”, and by the budget of the Ministry of Education and Science of Ukraine (research topic 0123U100112 “Post-war recovery of the energy industry of Ukraine: Optimization of waste management taking into account the health of the population, environmental, investment, tax determinants”.