Open Access

Harald A. Mieg, Judith Bauer, Stephan J. Bedenk

• How can we stimulate sustainable consumption in education? The presented study examined whether making a topical short film about sustainable consumption subsequently influenced personal behavior. A field experiment was conducted at three types of educational institutions in Germany (university, secondary school, vocational school). The study used three content formats – Knowledge, Do-yourself, Commitment – and tested two measures for reported sustainable consumption behavior – (personal) preferences and (public) involvement. The results showed a general effect of filmmaking on involvement (political commitment). The Do-yourself content format, in which participants' own consumption patterns were documented, influenced both types of behavior. No behavioral differences were found between educational institutions. The discussion underlines the structural role of institutions such as schools, which mediate between the private and public spheres.