Teaching Sustainable Advertising: A Trialogue Course-Project Using the SHIFT Framework

Organizations are building sustainable practices due to newer regulations and a commitment to the greater good. They are targeting the majority of consumers who want to live a sustainable lifestyle. As a result, universities have an opportunity to integrate sustainability topics into their coursewor...

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Bibliographic Details
Published in:Journal of advertising education 2024-11, Vol.28 (2), p.169-181
Main Authors: Mishra, Karen E., Tuten, Tracy L., Mishra, Aneil K.
Format: Article
Language:English
Subjects:
Advertising
Social responsibility
Sustainability
Sustainable development
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Summary:Organizations are building sustainable practices due to newer regulations and a commitment to the greater good. They are targeting the majority of consumers who want to live a sustainable lifestyle. As a result, universities have an opportunity to integrate sustainability topics into their coursework. This study addresses a curriculum gap that exists by introducing a project-based assignment using the SHIFT framework by White, Habib, and Hardisty (2019a), which outlines the triggers associated with influencing sustainable behaviors among consumers, namely, social influence, habit formation, individual self, feelings and cognition, and tangibility. We explain the relevance of the project via a literature review on the growing importance of sustainability to consumers, outline the project requirements and recommendations for execution, and share our experiences and those of our students using the project.
ISSN:1098-0482
2516-1873
DOI:10.1177/10980482241285153