How to Build a Relationships with Sustainability-Oriented Consumers?
Canva
Date of publication:
For a successful transition to a more sustainable society, we need empathetic, credible, and strategically consistent communication—one that addresses the consumer not only as a buyer but also as a socially responsible individual, embedded in relationships with others and with nature.
This is discussed in a chapter of The Routledge Companion to Marketing and Sustainability on sustainable marketing communication by researchers Prof. Dr. Klement Podnar and Prof. Dr. Urša Golob Podnar from the Faculty of Social Sciences at the University of Ljubljana, and Prof. Dr. Vesna Žabkar from the School of Economics and Business at the University of Ljubljana.
They find that sustainable marketing communication is no longer just about promoting green products, but rather a holistic approach that takes into account individuals’ psychological needs. The key challenge for companies is how to communicate sustainable practices in a way that is credible, motivational, and not misleading.
Sustainable consumers are not merely looking for information, but for content that is authentic, emotionally relevant, and aligned with their values—content that engages them as active co-creators of change. Communication must therefore address people’s psychological needs for autonomy, competence, and relatedness. These are the foundations the authors base on self-determination theory. According to this theory, people are most motivated and satisfied when they can choose what they do, feel competent in what they do, and feel connected to others.
The authors highlight three key aspects of sustainable communication:
- How to communicate – focusing on approaches that support consumer autonomy and effective message framing.
- 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 a sense of belonging to green communities, the influence of norms, and trust in brands.
Their contribution, titled Connecting with consumers – communication & relationships was recently published in The Routledge Companion to Marketing and Sustainability.