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Sustainability Science Communication: Case Study of a True Cost Campaign in Germany

Author

Listed:
  • Lennart Stein

    (Faculty of Mathematics and Natural Sciences, University of Greifswald, Domstraße 11, 17489 Greifswald, Germany
    Faculty for Business Administration, Nuremberg Institute of Technology, Keßlerplatz 12, 90489 Nuremberg, Germany)

  • Amelie Michalke

    (Faculty of Mathematics and Natural Sciences, University of Greifswald, Domstraße 11, 17489 Greifswald, Germany)

  • Tobias Gaugler

    (Faculty for Business Administration, Nuremberg Institute of Technology, Keßlerplatz 12, 90489 Nuremberg, Germany)

  • Susanne Stoll-Kleemann

    (Faculty of Mathematics and Natural Sciences, University of Greifswald, Domstraße 11, 17489 Greifswald, Germany)

Abstract

The Anthropocene, marked by human-induced climate change, necessitates urgent action to address climate goals and respect planetary boundaries. While sustainability research provides knowledge, the first challenge lies in communicating the findings in an adequate manner to the public and several stakeholders, such as economic and political actors. Therefore, this study explores the significance of science communication in sustainability science, focusing on a case study—the True Cost Accounting (TCA) campaign by the University of Greifswald, Technical Institute of Nuremberg, and German retailer PENNY. TCA herein serves as a transparency tool, economic incentive, and discussion basis for sustainable consumption. This study investigates consumer perceptions of ecological prices of foods through a face-to-face survey during the 2023 PENNY campaign, comparing results to an informational campaign carried out in 2021. Findings indicate a high awareness of the true cost campaign in 2023, with 50.8% of participants hearing about it. Consumers’ willingness to pay true costs and potential behavior changes were explored. In comparison to results from the informational campaign of 2021, customers showed a decrease in this WTP when the true prices would actually impact their spending, indicating an attitude–behavior gap. In addition, a willingness to reduce the consumption of animal foods—if TCA was implemented—of 60.5% was determined, which suggests that TCA has the potential for sustainable behavior change. This study highlights factors that influence consumer attitudes and preferences regarding the inclusion of TCAs, such as environmental, social, and animal welfare costs. Customers’ understanding of increased prices—like, in this case, the compensation for environmental and social costs—is an argument in favor of true prices. The results emphasize the need for differentiated scientific communication strategies to bridge knowledge and action gaps in sustainability science.

Suggested Citation

  • Lennart Stein & Amelie Michalke & Tobias Gaugler & Susanne Stoll-Kleemann, 2024. "Sustainability Science Communication: Case Study of a True Cost Campaign in Germany," Sustainability, MDPI, vol. 16(9), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:9:p:3842-:d:1388160
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    References listed on IDEAS

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    1. Monika Taddicken & Laura Wolff, 2020. "‘Fake News’ in Science Communication: Emotions and Strategies of Coping with Dissonance Online," Media and Communication, Cogitatio Press, vol. 8(1), pages 206-217.
    2. Shanto Iyengar & Douglas S. Massey, 2019. "Scientific communication in a post-truth society," Proceedings of the National Academy of Sciences, Proceedings of the National Academy of Sciences, vol. 116(16), pages 7656-7661, April.
    3. Richard Kinley & Michael Zammit Cutajar & Yvo de Boer & Christiana Figueres, 2021. "Beyond good intentions, to urgent action: Former UNFCCC leaders take stock of thirty years of international climate change negotiations," Climate Policy, Taylor & Francis Journals, vol. 21(5), pages 593-603, May.
    4. Maddison Smith & Wiebke Finkler & Robert Aitken, 2023. "Connecting People with Science: A Proof-of-Concept Study to Evaluate Action-Based Storytelling for Science Communication," Sustainability, MDPI, vol. 15(15), pages 1-20, July.
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    1. Vasile Gherheș & Claudiu Coman & Anna Bucs & Adrian Otovescu & Loránt Bucs, 2025. "Analyzing Climate Change Awareness Campaigns: A Bibliometric Study of Scientific Research," Sustainability, MDPI, vol. 17(9), pages 1-26, April.
    2. Anne O. Peschel & Michiel C. J. Bliemer & John Thøgersen, 2026. "True pricing – guiding consumers within a new pricing paradigm," Marketing Letters, Springer, vol. 37(1), pages 1-15, December.

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