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How to convince the unconvincibles? A mass mediated approach to communicate sustainable lifestyles to a low-interest target group

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  • Lucia A. Reisch
  • Sabine Bietz

Abstract

The paper reports on an interdisciplinary four-year study which aims to reach consumers who are hardly interested in the topic of sustainable development. At its core, the study measures the effectiveness of a TV-program that communicates sustainable consumption and production in an entertaining, emotionally positive way ('sustainment'). The preliminary results show that viewer-consumers do not shy away from such a difficult topic if the communication style fits with their expectations. Moreover, spin-offs like a print magazine, a service-oriented website, and podcast offers have the potential to transform passive viewers into information seekers and eventually sustainability 'followers'.

Suggested Citation

  • Lucia A. Reisch & Sabine Bietz, 2007. "How to convince the unconvincibles? A mass mediated approach to communicate sustainable lifestyles to a low-interest target group," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 2(2), pages 192-200.
    • Handle: RePEc:ids:ijisde:v:2:y:2007:i:2:p:192-200
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    Cited by:

    1. Lucia Reisch & Clive L Spash & Sabine Bietz, 2008. "Sustainable Consumption and Mass Communication: A German Experiment," Socio-Economics and the Environment in Discussion (SEED) Working Paper Series 2008-12, CSIRO Sustainable Ecosystems.

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