Communi(ty)cating Climate Change-A qualitative analysis of the zero waste movement in Cologne

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Communi(ty)cating Climate Change-A qualitative analysis of the zero waste movement in Cologne

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Publication 2-year master student thesis
Title Communi(ty)cating Climate Change-A qualitative analysis of the zero waste movement in Cologne
Author Kurzner, Jo Anna
Date 2018
English abstract
This research analyzes the zero waste movement in Cologne, Germany, aiming to find out how media and communication influence pro-environmental (consumer) behavior of an already environmentally aware target audience. A special focus lies on what dominant channels and mediums are used as well as what role social media influencers play. Therefore, 15 interviews were conducted in two of the three existing zero waste stores in Cologne. The material was subsequently analyzed with a qualitative text analysis according to Mayring (2014). The findings revealed that pro-environmental content research online and offline through media and communication can indirectly influence pro-environmental (consumer) behavior of the zero waste movement in Cologne in terms of motivation, inspiration, for information research, or a lively exchange. This dominantly happened through the offline community and through face-to-face conversations, but also with the use of new and social media. To some extent, social media influencers affected a younger audience, possibly leading to a consolidation of the individuals’ awareness and attitude as well as an encouragement to take action. However, media and communication are not the only factors influencing the zero waste consumption behavior. Further influencers are environmental awareness and consciousness, education, and personality factors. Latter can also be an interior barrier, along with family, lack of knowledge, time, and experience. Meanwhile, exterior factors are the economic and organizational infrastructure, contradicting lifestyles of the community, and economic constraints that could possibly hinder the process towards pro-environmental consumption and behavior. Overall, this research aims to contribute to a deeper understanding of the zero waste lifestyle and its drivers as an ideal for pro-environmental behavior, enabling the fight against climate change on a local and communal level in Cologne, Germany.
Publisher Malmö universitet/Kultur och samhälle
Language eng (iso)
Subject qualitative content analysis
zero waste movement
climate change
pro-environmental behavior
media influence
community engagement
Handle http://hdl.handle.net/2043/26341 Permalink to this page
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