How to build a relationship with sustainable consumers?

At a time when sustainability has become a central social issue, companies are increasingly asking how to communicate sustainability practices in a way that is credible, motivating and not misleading. In the recently published The Routledge Companion to Marketing and Sustainability, three Slovenian researchers - Prof. Dr. Klement Podnar, Prof. Dr. Urša Golob Podnar (both Faculty of Social Sciences) and Prof. Dr. Vesna Žabkar (School of Economics and Business) - highlight the key role of communication and relationships in promoting sustainable consumer behaviour.

In the chapter Connecting with consumers - communication & relationships, they point out that modern sustainable marketing communication goes beyond the promotion of green products. It focuses on holistic communication that takes into account the human psychological needs for autonomy, competence and connectedness - a starting point that the authors ground in self-determination theory. Sustainable consumers are not just looking for information, but for authentic, emotionally relevant and value-consistent content that speaks to them as active agents of change.

In doing so, the authors break down three fundamental aspects of sustainable communication:

• How to communicate - focusing on approaches that support consumer autonomy and effective framing of messages.
• What to communicate - using concrete, motivational content, avoiding information overload and understanding the impact of negative eco-emotions.
• To whom and why - the relational dimension of communication, including belonging to green communities, the influence of norms and trust in brands.

The authors conclude that a successful transition towards a more sustainable society requires empathetic, credible and strategically consistent communication that is able to address the consumer not only as a customer, but also as a socially responsible individual engaged in relationships with others and with nature.

The research contributes directly to Sustainable Development Goal 12 (SDG 12: Responsible Consumption and Production) by addressing the promotion of sustainable consumption patterns through effective communication practices.

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