Musicians as Sustainability Communication Agents: Insights from a Structured Survey and Content Analysis

Francisco Tigre Moura () and Brigitte Huber ()
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Francisco Tigre Moura: IU University of Applied Sciences
Brigitte Huber: IU University of Applied Sciences

A chapter in Strategic Sustainability Communication, 2025, pp 353-364 from Springer

Abstract: Abstract This book chapter presents two studies which aim to investigate the role of musicians as sustainability communicators and their impact on promoting sustainable behaviors among their fan bases. Study one consisted of an online survey with 1008 active concert goers in Germany, revealing that respondents hold positive attitudes toward musicians communicating sustainability, believed they can influence the behavior of fans, and have a responsibility to communicate sustainability issues. Study two analyzed 9600 Instagram posts by musicians on the Top 100 singles chart in Germany and identified that only 0.5% of all posts addressed environmental topics. Accordingly, our findings indicate a gap between expectations and the actual behavior of musicians in promoting sustainability. Implications for sustainability communication and directions for future studies on the relationship between music and sustainability are discussed.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-031-89486-2_21

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DOI: 10.1007/978-3-031-89486-2_21

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