1 SUSTAINABILITY COMMUNICATION AS A TOOL FOR PROMOTING RESPONSIBLE ENVIRONMENTAL BEHAVIOR C. Skanavis, Ch. Giannoulis Laboratory of Environmental Education and Communication. Department of Environment, University of the Aegean, University Hill, Mytilene, 81100, Greece Email: cskanav@aegean.gr ; cgiannoulis@env.aegean.gr ABSTRACT Public awareness of natural heritage areas is important in gaining support for their protection. The planned and strategic use of communication processes and media products to support effective policymaking, public participation and project implementation geared towards responsible environmental behaviours is sustainability communication. This work analyzes the connection between sustainability communication and use of interpretive media by environmental educators as a practice of accomplishing sustainable responsible behaviours.