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Carelessness to Awareness - a new approach to climate communication

Jensen, Stella Steen LU (2016) HEKM50 20161
Human 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)
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author
Jensen, Stella Steen LU
supervisor
organization
course
HEKM50 20161
year
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},
  keyword      = {Climate communication,grounded theory,motivation,human needs,green lifestyle},
  language     = {eng},
  note         = {Student Paper},
  title        = {Carelessness to Awareness - a new approach to climate communication},
  year         = {2016},
}