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This thesis deals with sustainability in African Higher Education Institutions (HEIs) and the influence of language in achieving sustainable development. Several authors highlight the existing imbalance of sustainability research in higher education, with most publications focusing on the so-called Global North. Little is known about sustainability in the so-called Global South, and in African educational institutions in particular. The first article of this thesis investigated existing sustainability activities in African HEIs. Rather than focusing on the shortcomings, the paper took a positive stance, opposing the predominant language of deficits in research on Africa. In the Delphi study conducted, 32 experts from 29 HEIs in 16 African countries described the sustainability activities they are engaging in. Experts provided information about their experiences in their respective HEI, while language and culture emerged as areas in need of further research. The second article therefore focused on the relationship between language and education for sustainable development in African educational institutions, and systematically reviewed scholarly literature regarding this connection. Authors of the reviewed 33 papers approached this connection mainly on a theoretical and philosophical level, focusing on education and Africa as a whole rather than specified forms of education in specific countries. The third article examined the views of Tanzanian higher education students and graduates regarding language and sustainability. Participants explained how they integrate sustainability and the Sustainable Development Goals (SDGs) into their research and how they approach translations in the process. In the ensuing interviews, participants estimated that only a fraction of people outside of academia are aware of sustainability and the SDGs, rendering the achievement of target 4.7 unlikely. This thesis therefore contributes to a better understanding of the current challenges in implementing sustainability and the SDGs in African educational institutions. It highlights the need to integrate (local) African languages in order for sustainability activities as well as the SDGs to be successful.
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, and 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. The thesis has contributed to a target-group specific understanding of effective sustainability product communication and contributes to knowledge in terms of theory, methodology, and practical solutions.