Horizontal Relationship and Environmental Communication: A Case Study on Collaborative Activities between SPES and Local Residents in Austria

By Shino Koda.

Published by The International Journal of Environmental Sustainability

Format Price
Article: Print $US10.00
Published online: April 15, 2016 $US5.00

Growing attention to sustainable communities has caused municipalities to consider their own sustainable development. Depopulated areas or rural areas are no exception. This research aims to introduce collaborative activities in Austria by SPES Zukunftsakademie as a promoter of activities with the principle of sustainability for revitalisation of communities and local residents as those who are encouraged to join the activities and who understand sustainability principles. Based on a case study, this paper suggests that a robust and mutual horizontal relationship between the promoter and local residents plays a key role in successful environmental communication and the dissemination of an environment-oriented norm. SPES Zukunftsakademie is an Austrian company, contributing to the revitalisation of depopulated towns such as Kirchschlag in Austria through various activities under the principle of sustainability. A case study in Austria was carried out and analysed mainly focusing on how SPES relates to local residents and what kind of communication they have with local residents. Following the results, this paper shows the unique communication and relationship between SPES and local residents, stressing the importance of creating the horizontal relationship between a promoter of an environment-oriented norm through an activity and those who are encouraged to join the activity and have the environment-norm.

Keywords: Sustainability, Environmental Communication, Group Dynamics,, Horizontal Relationship, Environmental Activity

The International Journal of Environmental Sustainability, Volume 12, Issue 2, June 2016, pp.17-31. Article: Print (Spiral Bound). Published online: April 15, 2016 (Article: Electronic (PDF File; 883.428KB)).

Dr. Shino Koda

Post-doctoral Fellow, Department of Social and Economic Psychology, Johannes Kepler University Linz, Linz, Austria