CEU Electronic Theses and Dissertations, 2016
| Author | Farsang, Andrea |
|---|---|
| Title | Communicating sustainable lifestyles to the young: the empowering potential of new communication approaches involving positive emotional appeal |
| Summary | This thesis investigates the effects of traditional and new forms of communicating sustainable lifestyles and sustainable consumption on changing attitudes and initiating behaviour change of young people. The main aim of the research is to investigate by the use of qualitative and quantitative research methods the capacity of new forms of environmental and sustainability communication involving positive emotional appeal and entertainment (the ‘ecotain ment’/&# x2019;sustainme nt’ approach) as well as social media tools to positively influence consumer behaviour. The research develops a deeper understanding of the challenges in communicating and encouraging sustainable lifestyles and issues and uncovers how sustainability perceptions and behaviour are guided by emotions and affect. The research involved empirical studies carried out in Hungary, where there are clear tensions between pro-environmental attitudes and the emerging consumer culture. The target group consists of Hungarian young people belonging to the so-called hard-to-reach lifestyle groups who are less interested in sustainability issues or consumer responsibility towards sustainability. Consumers’ motivation, knowledge, values and attitudes towards pro-environmental consumption practices and sustainable lifestyles are explored with surveys, focus groups and participatory scenario-building (so-called envisioning workshops) exercises and their (knowledge, values and attitudes) interrelation about a desirable sustainable future and lifestyles as well as practices among youngsters. |
| Supervisor | Dr. Alan Watt |
| Department | Environment Sciences and Policy PhD |
| Full text | https://www.etd.ceu.edu/2016/ephfaa01.pdf |
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