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Non-monetary narratives motivate businesses to engage with climate change
The dominant narrative to motivate business actors to take climate actions emphasizes opportunities to increase monetary gains, linking sustainability to the financial goals of these organizations. The prevalence of monetary motivations in sustainability communication among businesses, consultancies...
Autores principales: | , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer Japan
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10611645/ https://www.ncbi.nlm.nih.gov/pubmed/37900699 http://dx.doi.org/10.1007/s11625-023-01386-1 |
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author | Luederitz, Christopher Animesh, Animesh Rohrbacher, Katrin Li, Tiange Piper, Andrew Potvin, Catherine Etzion, Dror |
author_facet | Luederitz, Christopher Animesh, Animesh Rohrbacher, Katrin Li, Tiange Piper, Andrew Potvin, Catherine Etzion, Dror |
author_sort | Luederitz, Christopher |
collection | PubMed |
description | The dominant narrative to motivate business actors to take climate actions emphasizes opportunities to increase monetary gains, linking sustainability to the financial goals of these organizations. The prevalence of monetary motivations in sustainability communication among businesses, consultancies, academics and international organizations has made this narrative a truism in the private sector. We conducted an online, real-world, large-n experiment to evaluate the comparative effectiveness of different motivations using narrative communication. We show that non-monetary narratives highlighting prosocial or achievement motivations are 55% more effective in creating responses from businesses than narratives emphasizing monetary gains. These findings are robust across most narrative and audience characteristics, including age and language. Our findings suggest that communication towards business leaders around sustainability can be multi-pronged and should incorporate prosocial and achievement motivations aside from articulating potential financial benefits. |
format | Online Article Text |
id | pubmed-10611645 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Springer Japan |
record_format | MEDLINE/PubMed |
spelling | pubmed-106116452023-10-29 Non-monetary narratives motivate businesses to engage with climate change Luederitz, Christopher Animesh, Animesh Rohrbacher, Katrin Li, Tiange Piper, Andrew Potvin, Catherine Etzion, Dror Sustain Sci Original Article The dominant narrative to motivate business actors to take climate actions emphasizes opportunities to increase monetary gains, linking sustainability to the financial goals of these organizations. The prevalence of monetary motivations in sustainability communication among businesses, consultancies, academics and international organizations has made this narrative a truism in the private sector. We conducted an online, real-world, large-n experiment to evaluate the comparative effectiveness of different motivations using narrative communication. We show that non-monetary narratives highlighting prosocial or achievement motivations are 55% more effective in creating responses from businesses than narratives emphasizing monetary gains. These findings are robust across most narrative and audience characteristics, including age and language. Our findings suggest that communication towards business leaders around sustainability can be multi-pronged and should incorporate prosocial and achievement motivations aside from articulating potential financial benefits. Springer Japan 2023-07-10 2023 /pmc/articles/PMC10611645/ /pubmed/37900699 http://dx.doi.org/10.1007/s11625-023-01386-1 Text en © The Author(s) 2023 https://creativecommons.org/licenses/by/4.0/Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) . |
spellingShingle | Original Article Luederitz, Christopher Animesh, Animesh Rohrbacher, Katrin Li, Tiange Piper, Andrew Potvin, Catherine Etzion, Dror Non-monetary narratives motivate businesses to engage with climate change |
title | Non-monetary narratives motivate businesses to engage with climate change |
title_full | Non-monetary narratives motivate businesses to engage with climate change |
title_fullStr | Non-monetary narratives motivate businesses to engage with climate change |
title_full_unstemmed | Non-monetary narratives motivate businesses to engage with climate change |
title_short | Non-monetary narratives motivate businesses to engage with climate change |
title_sort | non-monetary narratives motivate businesses to engage with climate change |
topic | Original Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10611645/ https://www.ncbi.nlm.nih.gov/pubmed/37900699 http://dx.doi.org/10.1007/s11625-023-01386-1 |
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