It seems pretty straightforward. It's also completely wrong.
In a later metasurvey, Kollmuss and Agyeman say:
These models from the early 1970s were soon proven to be wrong. Research showed that in most cases, increases in knowledge and awareness did not lead to pro-environmental behavior. Yet today, most environmental Non-governmental Organisations (NGOs) still base their communication campaigns and strategies on the simplistic assumption that more knowledge will lead to more enlightened behavior.
Problems go even further. Kollmuss and Agyeman add that "quantitative research has shown that there is a discrepancy between attitude and behavior." Wong and Sheth agree, saying that the relationship between beliefs and behavior is generally found to be "low and nonsignificant."
25% of Americans tell pollsters that "Animals deserve the same rights as people," yet only 2% are vegan. Unless a quarter of Americans believe it's ok to torture humans to death for their flesh, that's a pretty big gap between beliefs and behavior.
Henry Spira, one of the most effective animal advocates of all time, noted this problem in his list of tips for advocates when he disparaged "raising awareness". It's very easy to convince ourselves that we're building "mindshare" even if people's behaviors don't change, but without the explicit measurement of the sort that EAA's Top Charities do we're probably just building castles in the air.