The Impact of Sustainability Initiatives on Consumer Behavior: The Role of Corporate Communication

My PhD project investigates how sustainability initiatives in corporate communication and policy enforcement influence consumer behaviour. It consists of three main studies: First, analyzing how firms convey sustainability through online platforms and how this messaging resonates with consumers; second, examining the effects of a single-use packaging tax on consumer preferences for reusable packaging systems; and third, conducting a quasi-field experiment to assess the impact of the tax on reducing packaging waste in public areas. The findings aim to contribute to the discourse on sustainable consumer behaviour and provide insights for businesses and policymakers to more effectively promote sustainable consumption.

Jonah Blits started his PhD at KLU in September 2023 under the supervision of Prof. Dr. Alexa Burmester and Prof. Dr. Sandra Transchel. His research focuses on consumer behaviour at the intersection of sustainability. Before starting his PhD, he completed a Master’s degree in Management at KLU and gained practical experience in two large consulting firms.