Barriers to and enablers of effective individual and community sustainability communication

Eagle, Lynne, Low, David, and Vandommele, Lisa (2014) Barriers to and enablers of effective individual and community sustainability communication. In: Proceedings of the Australian and New Zealand Marketing Academy Conference. pp. 513-520. From: ANZMAC 2014: Australian and New Zealand Marketing Academy Conference: agents of change, 1-3 December 2014, Brisbane, QLD, Australia.

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The challenges facing those communicating the potential impact of sustainability to individuals and social groups are discussed, including major factors that influence behaviour change decisions. We highlight the complexity of factors impacting on individuals' attitudes, beliefs and actual behaviour adaptation and suggest that current communication strategies could be significantly improved through greater understanding of adaptation decisions and the key barriers to, and enablers, of sustained positive behaviour change for individuals and communities. The paper concludes with recommendations for transdisciplinary research to focus on improvements to message clarity and communication and an understanding of the way messages are accessed and synthesised.

Item ID: 38002
Item Type: Conference Item (Research - E1)
ISSN: 1447-3275
Keywords: marketing ethics, advertising ethics, product safety, cosmetics, skin-lighteners, stereotypes, discrimination
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Date Deposited: 25 Mar 2015 03:38
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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