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Wie können naturkundliche Einrichtungen durch ihre Marketingkommunikation zu klimafreundlichem Verhalten aktivieren?

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  • Seppelfricke, Thomas

Abstract

Auch wenn die Corona-Pandemie in der öffentlichen Wahrnehmung das Jahr 2020 dominiert hat, darf die Klimakrise nicht außer Acht gelassen werden. So ruft die Bewegung "Fridays for Future", ein Verbund junger Klimaaktivisten, auch unter den aktuellen Gegebenheiten zum weltweiten Klimastreik auf. Der vorliegende Beitrag zeigt in Form von Praxisbeispielen auf, wie naturkundliche Einrichtungen in Deutschland versuchen, den Klimawandel stärker in das Bewusstsein der Menschen zu rücken. An diese Best Practices anknüpfend werden Handlungsempfehlungen für eine erfolgreiche Marketingkommunikation dieser Einrichtungen zur Thematisierung des Klimawandels abgeleitet.

Suggested Citation

  • Seppelfricke, Thomas, 2021. "Wie können naturkundliche Einrichtungen durch ihre Marketingkommunikation zu klimafreundlichem Verhalten aktivieren?," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 6(01/2021), pages 109-117.
    • Handle: RePEc:zbw:afmpwm:261163
    DOI: 10.15459/95451.51
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    References listed on IDEAS

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    1. Alexander Michael Petersen & Emmanuel M. Vincent & Anthony LeRoy Westerling, 2019. "Author Correction: Discrepancy in scientific authority and media visibility of climate change scientists and contrarians," Nature Communications, Nature, vol. 10(1), pages 1-1, December.
    2. Alexander Michael Petersen & Emmanuel M. Vincent & Anthony LeRoy Westerling, 2019. "Discrepancy in scientific authority and media visibility of climate change scientists and contrarians," Nature Communications, Nature, vol. 10(1), pages 1-14, December.
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