Understanding transformation trailblazer: An analysis of motivational factors driving action among pioneers towards sustainable development

Abstract

This study examines the motivational dynamics of transformation trailblazer and how these insights can be leveraged to motivate the broader society towards sustainable development. To this end, eight transformation trailblazer were interviewed using semi-structured interviews. The qualitative content analysis of the interviews enabled a detailed interpretation of the results regarding the research objective. Transformation trailblazer who drive sustainable development while acting as role models are motivated by emotions, intrinsic motivation and social connections. The results show that constructive dialogue, the supportive role of the media and politics as well as the dissemination of visions are crucial to motivate others. Through a leverage effect of different approaches to sustainability communication, non-transformation trailblazer can be motivated to act towards sustainable development. The study suggests that future research is needed to test and further deepen sustainability communication models in practice. The findings of this study provide a basis for understanding and developing effective approaches in the overall transformation that can contribute to the promotion of broader societal engagement towards sustainable development.