Social and environmental problems, especially in global supply chains, are often multifaceted, complex and difficult to address by a multitude of involved actors. More sustainable solutions or alternatives for existing practices and products do exist, but they are often associated with higher efforts and do not spread as far as they need in order to maximize their impact.
The recognition and appreciation of consumers can be a decisive incentive for companies to adopt more sustainable practices. But what exactly is it that distinguishes more sustainable solutions from the consumer's perspective? What stands in the way of a more sustainable consumption? How and by whom can a further spread of such solutions and a more sustainable consumer behavior be promoted? What role can marketing and communications play in this context? We will address these and other questions in the module "Communication of Supply Chain Sustainability to Consumers". The aim is to promote a critical and reflective view of consumers’ behavior and the contested role of marketing in fostering sustainability.
Scientific publications provide the basis for the content. However, there should also be opportunities for practical transfer, examples and implications.