Abstract
This paper explores the complexities of sustainability communications, building on White et al.'s (2019) work. It presents unique findings from an ethnographic and netnographic study of the Zero Waste Consumer Movement. Participants within this movement have recognised the necessity of engaging with an audience beyond their immediate 'green bubble,' employing innovative and distinct communication strategies. Drawing on these findings, we aim to contribute to the discussion on the future of sustainable communications.
Original language | English |
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Publication status | Published - 4 Jul 2024 |
Event | Academy of Marketing Annual Conference - Cardiff University, Cardiff , United Kingdom Duration: 2 Jul 2024 → 4 Jul 2024 |
Conference
Conference | Academy of Marketing Annual Conference |
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Country/Territory | United Kingdom |
City | Cardiff |
Period | 2/07/24 → 4/07/24 |