Low-carbon city communication: Integrated strategies for urban and rural municipalities in Thailand

As an important sustainable development goal, the creation of low-carbon cities(LCCs) has become crucial to creating livable cities and environmental sustainability. Thus, we aimed to understand the factors that support the transition of traditional cities to LCCs, by analyzing and synthesizing how to promote practical LCC across 15 pilot municipalities in four regions of Thailand, covering four strategies: City of Trees, City of Waste Minimization, City of Energy Efficiency, and City of Sustainable Consumption. Literature research, in-depth interviews, and observations were employed for data collection, while the 5 W(who, says what, in which channel, to whom, and with what effect) and SMCR(sender, message, channel, and receiver) models were used to create a communication analysis framework. Results revealed that the effective activities of municipalities should increase tree planting and implement more serious regulations for the conservation of existing trees. Making compost and establishing waste recycling banks are recommended for rural municipalities, while optimization of garbage and wastewater management systems and facilities should be highlighted in urban municipalities. Moreover, recycling, lowcarbon agriculture, second-hand shops/markets, green markets, and homegrown vegetables should be encouraged for sustainable consumption. Working with local municipalities, credible leaders and representatives were the key senders. Additionally, message design should compare the pros and cons of behaviors, connect with local health and tourism, and promote dialogue in easy-to-understand and thought-provoking language. Receivers that drive LCC should have an excellent understanding of LCC practice and its benefits, be public-minded, and have a desire to live in a good environment.