An Alternative to "Preaching to the Choir": Communicating Sustainable Lifestyle Options to a Low Interest Target Group

Lucia Reisch, Sabine Bietz, Martin Kreeb

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    Abstract

    The paper reports on research in progress. An interdisciplinary four-year study is presented that aims at reaching consumers who are hardly interested in the topic
    of sustainable development and to educate and motivate them to become more sustainable consumers. At its core, the study measures the effectiveness of a TV program that tries to communicate options in sustainable consumption and production in an entertaining, emotionally positive, and fascinating 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 such as a print magazine, a service-oriented website, and podcast offers have the potential to transform passive viewers into more active information seekers and eventually sustainability” followers”.
    Original languageEnglish
    Title of host publicationProceedings of the International Society of Marketing and Development and the Macromarketing Society Joint Conference: "Macromarketing and Development: Building Bridges and Forging Alliances"
    EditorsStacey Menzel Baker, Daniel Westbrook
    Number of pages7
    Place of PublicationWashington, DC
    PublisherInternational Society of Marketing and Development
    Publication date2007
    Pages187-193
    ISBN (Print)0979544009
    Publication statusPublished - 2007
    EventThe 32nd Annual Macromarketing Conference. 2007 - Washington, DC, United States
    Duration: 2 Jun 20075 Jun 2007
    Conference number: 32

    Conference

    ConferenceThe 32nd Annual Macromarketing Conference. 2007
    Number32
    CountryUnited States
    CityWashington, DC
    Period02/06/200705/06/2007
    OtherJoint Conference of The International Society of Marketing and Development and The Macromarketing Society

    Cite this

    Reisch, L., Bietz, S., & Kreeb, M. (2007). An Alternative to "Preaching to the Choir": Communicating Sustainable Lifestyle Options to a Low Interest Target Group. In S. M. Baker, & D. Westbrook (Eds.), Proceedings of the International Society of Marketing and Development and the Macromarketing Society Joint Conference: "Macromarketing and Development: Building Bridges and Forging Alliances" (pp. 187-193). International Society of Marketing and Development.