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Die Bedeutung einer ausgewogenen Nachhaltigkeitskommunikation wächst in der Unternehmenswelt sowohl auf nationaler als auch auf globaler Ebene kontinuierlich. Das Ziel dieser Dissertation ist es, die unterschiedlichen Arten der Nachhaltigkeitskommunikation multinationaler Unternehmen (MNE) zu analysieren und den Stellenwert des Herkunftslandes innerhalb der Nachhaltigkeitskommunikation von MNE zu ermitteln.
This thesis deals with the influence of sustainability communication on the purchase decision of sustainable tourism products involving German specialist tour operators. Sustainability communication is a challenge, because sustainable tourism is an abstract and vague concept which consumers find it difficult to grasp and about which they are sceptical. The service characteristics of tourism products complicate the decision making stage, which is a high-involvement situation of uncertainty to which sustainable product attributes add complexity. As an introduction, an interdisciplinary theory discussion reveals knowledge gaps in terms of the value-belief-norm theory and the elaboration likelihood model (ELM). The first article, which is the first systematic literature review on the topic, reveals that there is a limited theoretical understanding of sustainability communication, a lack of practical understanding of how to design sustainability messages, and an inadequate set of methodologies for its research. It identifies knowledge gaps concerning: the holistic approach to sustainability communication; its role in the attitude-behaviour gap; an interdisciplinary theoretical understanding focusing on belief-based social psychological theories and theories of persuasion; qualitative methods; and experimental design. The second article investigates the role of sustainability communication in the attitude-behaviour gap, employing the value-belief-norm theory to explain how information is processed by special interest customers. Interview findings show that ineffective sustainability communication is the reason for the gap and that customers unintentionally booked sustainably. The study identifies eight groups of beliefs which explain the processing of sustainability attributes. Sustainability information is effective when it is value-congruent, that is, when customers perceive they can make a difference, they begin to ascribe a responsibility to themselves. The third article investigates how to design an effective sustainability message in tour operator advertising. Drawing on the ELM, the study shows that appeal type does not significantly influence persuasion but the topic presented is important. Cultural sustainability is the sustainability topic that is most persuasive for cultural tourists, while consumer prior knowledge and issue-involvement with the topic promote successful information processing.
This dissertation concerns the question of how economics can contribute to the analysis of trade-offs between values (or normative objectives). The analysis is illustrated for the case of policies that pursue the goal of sustainability. Methodologically, this is done by reflecting economic concepts in light of philosophical theories and using generic models to analyze trade-offs between particular values. In sum, the work shows how economics can help in analyzing the factual relationships between values by clarifying the set of feasible acts and outcomes. The first paper of this cumulative dissertation concerns the question what a general definition of efficiency with respect to normative objective implies about relationships between two values. In order to conceptualize relationships between values carefully, the analysis distinguishes instrumental from intrinsic values and discusses the question whether there is one intrinsic value (value monism) or many intrinsic values (value pluralism). Next, a small economic model is used to show that there can be different relationships between values such as win-win relationships and trade-offs in value-efficient states if there are three or more values. Further, the distinction between Pareto-efficiency (based on individual preferences) and value-efficiency (which can also include non-preference values) is used to study relationships between values. The second paper uses the definition of sustainability as inter- and intragenerational justice to discuss the relationship between these two objectives. The general aim of this paper is to discuss what economic concepts can contribute to the discussion of tradeoffs between justices. For this, a syntax of the concept of justice is employed, different relationships between justices are defined and economic concepts such as scarcity, efficiency and opportunity costs are transferred to the justice context. One result from this analysis is that there must be a trade-off between these two justices in such respective efficient outcomes. The third paper concerns an intertemporal mechanism leading to the well-known equity-efficiency trade-off in an intergenerational setting. For this, two central characteristics of intergenerational policy making are taken into account: irreversibility and ignorance (or unawareness). A pertinent example is the irreversible use of fossil fuels before and after the discovery of the effect of CO2 emissions on climate change. The trade-off between Pareto-efficiency and intergenerational equity that results from these two characteristics is shown in a model with two non-overlapping generations which use a non-renewable resource. In the model there is initial unawareness about an intergenerational externality from resource use that is only discovered after the irreversible use of the resource. A central result of the paper is the trade-off between intergenerational equity and efficiency that emerges if initially unknown sustainability problems arise after irreversible policies have been enacted. The fourth paper concerns the question what the concept of merit goods can contribute to discussions of sustainability. For this, the history of the concept is discussed, then merit goods are defined and connected to the philosophical literature on different conceptions of well-being. In the next step different challenges and opportunities of merit good arguments are discussed for the sustainability context. For example, it becomes clear that merit good arguments concern conceptions of well-being and do not directly concern the aspect of intergenerational distribution in sustainability problems.