Content
Young people in the transformation process towards sustainable consumption - what role does engagement in Fridays for Future (FFF) play?
The aim of the project is to investigate the links between the Fridays for Future protest movement and young people's consumer behavior. The research questions of the current working package are:
- How does the view of sustainable consumption behavior of FFF activists and supporters differ from other young consumers?
- How does the protest movement lead to political consumption among its FFF activists and supporters?
Cross-cultural differences between different countries will also be considered.
As a preparatory step, it will first be investigated which actors are held responsible for climate protection in the statements of the FFF movement in different countries and to what extent. Furthermore, qualitative interviews and large-scale surveys will be used to analyze the connection participants of the FFF movement in different countries perceive between their participation and their private consumption behavior and what the actual consumption behavior looks like. It will also be clarified how participants are characterized in the media in different countries. Finally, the project will shed light on how marketing experts in companies see young people and especially FFF participants as a target group with regard to sustainable consumption behavior.
Project team
Prof. Dr.-Ing. Robert Gabriel, Prof. Dr. Carsten Herbes, Prof. Dr. Sebastian Moll, Prof. Dr. Iris Ramme, Sarah von Querfurth
Duration
April 2021 - March 2023
Funding
Faculty of Business Administration and International Finance