How to change economic behaviour and achieve sustainable consumption? This paper reports onusing television and internet communication as a means of engaging the least interested sectionsof society with respect to environmental problems and sustainability issues. The theory behinddeveloping such communication is described and the importance of social psychological factorsbrought to the fore. Initial results indicating the success of the approach employed in actualbroadcasts on television in Germany are then reported. Some concerns over use of the media andpublic engagement are also discussed.
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