Structured Abstract: Cinematographic Strategy for Promoting Environmentally Friendly Behaviors

Environmental sustainability has become a prominent issue in current business and public policy agendas. The untenable rate at which postconsumer waste is increasing has resulted in various efforts by governmental agencies, companies, and NGOs to promote sustainable practices among producers and consumers (Newman et al. 2012). Developing countries are of heightened importance to these organizations for two key reasons: (a) They are the most vulnerable to climate change, due to their high production dependence on the exploitation of natural resources and large population with low economic resources; and (b) they contribute only minor shares to global greenhouse gas (OECD 2012). Therefore, there is a challenge for these countries to spur development and reduce poverty without compromising their current natural resources.