Communi(ty)cating Climate Change-A qualitative analysis of the zero waste movement in Cologne

Sammanfattning: This research analyzes the zero waste movement in Cologne, Germany, aiming to findout how media and communication influence pro-environmental (consumer) behavior ofan already environmentally aware target audience. A special focus lies on what dominantchannels and mediums are used as well as what role social media influencers play.Therefore, 15 interviews were conducted in two of the three existing zero waste stores inCologne. The material was subsequently analyzed with a qualitative text analysisaccording to Mayring (2014). The findings revealed that pro-environmental contentresearch online and offline through media and communication can indirectly influencepro-environmental (consumer) behavior of the zero waste movement in Cologne in termsof motivation, inspiration, for information research, or a lively exchange. This dominantlyhappened through the offline community and through face-to-face conversations, but alsowith the use of new and social media. To some extent, social media influencers affecteda younger audience, possibly leading to a consolidation of the individuals’ awareness andattitude as well as an encouragement to take action. However, media and communicationare not the only factors influencing the zero waste consumption behavior. Furtherinfluencers are environmental awareness and consciousness, education, and personalityfactors. Latter can also be an interior barrier, along with family, lack of knowledge, time,and experience. Meanwhile, exterior factors are the economic and organizationalinfrastructure, contradicting lifestyles of the community, and economic constraints thatcould possibly hinder the process towards pro-environmental consumption and behavior.Overall, this research aims to contribute to a deeper understanding of the zero waste lifestyleand its drivers as an ideal for pro-environmental behavior, enabling the fight againstclimate change on a local and communal level in Cologne, Germany.