Abstract
Community engagement involves incorporating the aspirations, concerns, needs, and values of citizens at all levels, empowering communities to drive change. Environmental issues are best handled with the participation of all concerned citizens at the relevant level (Principle 10, Rio Declaration 1992). Public participation is essential for sustainable development and good governance. In the context of marketing, studies have shown that community engagement can positively influence brand attitude (McAlexander et al., 2002; Algesheimer et al., 2005). Recognizing this impact, the paper underscores the crucial role of community engagement in the success of net zero projects initiated by for-profit organizations, positioning these efforts as integral to their marketing strategies. It analyzes The Green Planet AR Experience case study within Vella-Brodrick’s model of community engagement levels (2017), to better understand the conditions and role of community engagement in building effective public participatory net zero projects. Additionally, it highlights the essential role of embodied cognition, which allows participants to formulate knowledge about net zero initiatives based on their perceptual experiences.
Presenters
Caroline GlowkaLecturer, Marketing, Languages and Tourism, University of Lincoln, United Kingdom Alessia Vacca
Senior Lecturer, Law, University of Lincoln, Lincolnshire, United Kingdom
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Community Engagement, Net Zero Projects, Embodied Cognition, Environmental Governance
