Det gröna gapet : Kommunikation för hållbar förändring

Sammanfattning: Today a great focus is placed on consumer’s choices and how those affect climate change and global warming. At the same time, messages about the climate crisis and mass extinction are circulating in the public. A lot of the responsibility for making better and more educated choices in order to reverse climate change is being placed on the individual and their actions. This can trigger a sense of helplessness or even increase psychological resistance. In climate- and sustainability communication there is often the assumption that people lack knowledge and are therefore unable to change their attitudes or behaviours. Many people arethough aware of climate change and the ways it affects our lives and future. There is however a gap between our green intentions and our current actions– the so-called, green gap. Climate- and sustainability communication are limited in how much they can achieve on their own. Political action and engagement is therefore a crucial part of communicating climate change and influencing the public’s knowledge, attitude and perception.