Sustainability Communication

Our research on sustainability communication focuses on how communicative messages can raise awareness towards sustainable topics and how attitudes and behavioral intentions can be influenced, with the aim of narrowing the attitude-behavior gap. In this context, we are applying a social norm approach and investigate how such approaches can be successfully applied to minority behavior. Furthermore, it is studied how customers from the mass tourism market can be motivated to more sustainable behavior, especially those who show little or no affinity towards sustainable products.