The Effect of Culture on Sustainable Consumer Behavior in Spain and Germany—A Suggestion for a Culturally Sensitive Communication Management

Peter Dietrich () and Simona Kronas ()
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Peter Dietrich: University of Applied Sciences Kufstein Tyrol
Simona Kronas: University of Applied Sciences Kufstein Tyrol

A chapter in Conference Proceedings Trends in Business Communication 2020, 2021, pp 19-43 from Springer

Abstract: Abstract Unsustainable consumer behavior has led to increasing exploitation of the planet’s resources. This study aims to investigate the possible influence, culture has on the amount of sustainable consumption in Germany and Spain, which could clearly be proven. The results underline the importance of culture when promoting sustainable consumption within a country and lead to the conclusion that culturally appropriate frames and narratives in the sense of a culture-sensitive communication management has a higher chance of success when negotiating the issue of sustainable consumer behavior with individuals who are located in different cultures.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-33642-4_2

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DOI: 10.1007/978-3-658-33642-4_2

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