Carelessness to Awareness - a new approach to climate communication
(2016) HEKM50 20161Human Ecology
Department of Human Geography
- Abstract
- Climate change is the biggest challenge we as a human species have ever faced, but still some people seem to have an careless approach to how they live their lives. This paper is contextualized within Kolding Municipality and aims at developing a new approach to climate communication based on the motivation of self-identified green-people in order to inspire non-green people to obtain a green lifestyle. Reviewing non-green people’s incentives to obtain a green lifestyle and also identifying barriers connected to current climate communication, the new approached turned to motivation of green people. Through a grounded theory approach a substantive theory of motivation was developed, where the green people’s motivation was connected to... (More)
- Climate change is the biggest challenge we as a human species have ever faced, but still some people seem to have an careless approach to how they live their lives. This paper is contextualized within Kolding Municipality and aims at developing a new approach to climate communication based on the motivation of self-identified green-people in order to inspire non-green people to obtain a green lifestyle. Reviewing non-green people’s incentives to obtain a green lifestyle and also identifying barriers connected to current climate communication, the new approached turned to motivation of green people. Through a grounded theory approach a substantive theory of motivation was developed, where the green people’s motivation was connected to solidarity, justice and ideal self. Validated through a formal theory of motivation it was consolidated that green people are motivated to fulfill their human needs of “growth”. Using the need of growth to the motivation of non-green people it was established that climate communication should focus on connecting green lifestyle with a matter of personal growth, and to identify which benefits in connection to health, future generations and solidarity a green lifestyle can contribute with. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8873733
- author
- Jensen, Stella Steen LU
- supervisor
-
- Andreas Malm LU
- organization
- course
- HEKM50 20161
- year
- 2016
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Climate communication, grounded theory, motivation, human needs, green lifestyle
- language
- English
- id
- 8873733
- date added to LUP
- 2017-05-22 14:33:48
- date last changed
- 2017-05-22 14:33:48
@misc{8873733,
abstract = {{Climate change is the biggest challenge we as a human species have ever faced, but still some people seem to have an careless approach to how they live their lives. This paper is contextualized within Kolding Municipality and aims at developing a new approach to climate communication based on the motivation of self-identified green-people in order to inspire non-green people to obtain a green lifestyle. Reviewing non-green people’s incentives to obtain a green lifestyle and also identifying barriers connected to current climate communication, the new approached turned to motivation of green people. Through a grounded theory approach a substantive theory of motivation was developed, where the green people’s motivation was connected to solidarity, justice and ideal self. Validated through a formal theory of motivation it was consolidated that green people are motivated to fulfill their human needs of “growth”. Using the need of growth to the motivation of non-green people it was established that climate communication should focus on connecting green lifestyle with a matter of personal growth, and to identify which benefits in connection to health, future generations and solidarity a green lifestyle can contribute with.}},
author = {{Jensen, Stella Steen}},
language = {{eng}},
note = {{Student Paper}},
title = {{Carelessness to Awareness - a new approach to climate communication}},
year = {{2016}},
}