Being Moved by Moving Images The Influence of Filmmaking on Sustainable Consumption Patterns

How can we stimulate sustainable consumption in education? The presented study examined whether making a topical short film about sustainable consumption subsequently influenced personal behavior. A field experiment was conducted at three types of educational institutions in Germany (university, sec...

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Bibliographic Details
Published in:Gaia (Heidelberg, Germany) Germany), 2013-01, Vol.22 (3), p.187-194
Main Authors: Mieg, Harald A., Bauer, Judith, Bedenk, Stephan
Format: Article
Language:English
Subjects:
Cinematography
Consumer behavior
Consumption
Content Formats
Education
Education For Sustainable Development
Educational aspects
Educational Institutions
Experiments
Field Experiment
Field study
Filming
Filmmaking
Influence
Politics
Privatization
Psychological aspects
Schools
Students
Studies
Sustainability
Sustainable Consumption
Sustainable development
Video production
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Summary:How can we stimulate sustainable consumption in education? The presented study examined whether making a topical short film about sustainable consumption subsequently influenced personal behavior. A field experiment was conducted at three types of educational institutions in Germany (university, secondary school, vocational school). The study used three content formats - Knowledge, Do-yourself, Commitment - and tested two measures for reported sustainable consumption behavior - (personal) preferences and (public) involvement. The results showed a general effect of filmmaking on involvement (political commitment). The Do-yourself content format, in which participants' own consumption patterns were documented, influenced both types of behavior. No behavioral differences were found between educational institutions. The discussion underlines the structural role of institutions such as schools, which mediate between the private and public spheres.
ISSN:0940-5550
2625-5413
DOI:10.14512/gaia.22.3.11