End user views on the environmental sustainability of print media

Media business environment has gone through changes, which will in the long term affect and guide changes in magazine business. One of the very topical issues relating to the changing media use habits is the environmental effects of both print and digital media. In this study, our interest was mainly in how a paper producer and a media house may work together towards a common goal of sustainable print products and how the consumers respond to the co-operation. The consumer views on the environmental sustainability were collected utilizing an on-line cocreation platform. The participants were invited to the on-line workspace to share ideas, discuss and give feedback about the concepts of ethical partnership and different ways to communicate about it that were presented as narratives. The participants found the ethical partnership between paper producer and media house a desirable concept. The prerequisites for credible ethical partnership include: true impact, noble motivation and extensive definition of company responsibility. The participants were most satisfied with the concept which required active participation of readers/consumers and increased their knowledge and understanding on a well-defined case concerning sustainability. The result indicates that in successful sustainable actions the readers would like to be identified as active partners instead of treating them as passive audience. In addition, they appreciate the increase of knowledge in the area of the action. Journalistic content is found as a trustworthy source of knowledge.