Sustainability Marketing and
Communication
MSc in Communication Science
2021-2022
Semester 2 block 1
,UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING
– 2 –
, UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING
Table of Contents
Tutorial 1: Introduction – Barriers to Sustainability ................................................................. 5
Tutorial 2: Case Introductions ................................................................................................. 13
Tutorial 3: Motivations ............................................................................................................ 28
Tutorial 4: Climate Change Threats ........................................................................................ 36
Tutorial 5: Efficacy Beliefs – ‘Yes I/We Can’ ........................................................................ 51
Tutorial 6: Social Norms ......................................................................................................... 60
Tutorial 7: Q&A ...................................................................................................................... 73
Tutorial 8: Guest Lecture – Corporate Social Responsibility ................................................. 76
Tutorial 9: From Green to Transformative Marketing ............................................................ 80
Tutorial 10: Audience Worldviews and Segments .................................................................. 89
Tutorial 11: Communication Plan Pitches I ............................................................................ 94
Tutorial 12: Guest Lecture – Digital Sustainability ................................................................ 95
Tutorial 13: Communication Plan Pitches II ......................................................................... 101
Tutorial 14: Public Debates ................................................................................................... 102
Tutorial 15: From Participation to Co-Creation .................................................................... 106
Individual Communication Plan Paper .................................................................................. 110
– 3 –
, UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING
– 4 –
Communication
MSc in Communication Science
2021-2022
Semester 2 block 1
,UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING
– 2 –
, UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING
Table of Contents
Tutorial 1: Introduction – Barriers to Sustainability ................................................................. 5
Tutorial 2: Case Introductions ................................................................................................. 13
Tutorial 3: Motivations ............................................................................................................ 28
Tutorial 4: Climate Change Threats ........................................................................................ 36
Tutorial 5: Efficacy Beliefs – ‘Yes I/We Can’ ........................................................................ 51
Tutorial 6: Social Norms ......................................................................................................... 60
Tutorial 7: Q&A ...................................................................................................................... 73
Tutorial 8: Guest Lecture – Corporate Social Responsibility ................................................. 76
Tutorial 9: From Green to Transformative Marketing ............................................................ 80
Tutorial 10: Audience Worldviews and Segments .................................................................. 89
Tutorial 11: Communication Plan Pitches I ............................................................................ 94
Tutorial 12: Guest Lecture – Digital Sustainability ................................................................ 95
Tutorial 13: Communication Plan Pitches II ......................................................................... 101
Tutorial 14: Public Debates ................................................................................................... 102
Tutorial 15: From Participation to Co-Creation .................................................................... 106
Individual Communication Plan Paper .................................................................................. 110
– 3 –
, UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING
– 4 –
