Nachhaltige Motivation - Haltungs- und Verhaltens-Triebkräfte für Handlung

Dieser Bericht analysiert die Gründe für die Diskrepanz zwischen
der jahrzehntelangen Verbreitung der
‚Nachhaltigkeits-Botschaft‘ und dem augenscheinlichen Mangel
an ’nachhaltigem‘ Verhalten bei Verbrauchern und
Unternehmenseinkäufern.

The declared purpose of the study is to examine why marketing
may have failed the sustainability agenda.

The authors have found a high level of consumer concern for
sustainability issues but a low lever of belief in them. High
public concern does not necessarily mean that sustainability issues
are the highest priority for most people. 

On the other hand, marketers have been found to be reluctant to
promote on a sustainability platform, following visible failures of
some early ‚green‘ products. Indeed, there is an issue over
sustainability terminology, the authors have found.

With regard to corporate social responsibility (CSR), the
authors point out that clear statements cannot be made at this
stage with regard to a products sustainability because there is
much yet to be learned about the interaction of sustainability
isssues. CSR reporting is very little used by marketers or targeted
people in the supply chain. As a result, it has little influence on
brand or corporate image and buyer behaviour and has little benefit
on brand value and competitiveness, the authors argue. The study
concludes that „CSR has become a corporate communications
issue which is autonomous from marketing in many
organisations“.

The study, sponsored by UNEP (United Nations
Environment Programme) and ESOMAR, is accessible by clicking here.