Underestimation or overestimation: what makes the social communication attach or detach the sustainable development with the role of perceived cost

Major purposes of this study are to analyse the pros and cons of social communication that prevent or exaggerate the meaning of sustainable development from being the part of common people's decision-making; and to demonstrate the role of perceived cost in civil society's engagement with sustainable development practices. This study followed descriptive research design, where extensive literature review, and common understanding of social communication and sustainable development paved the way for three research-questions to be addressed. Literature study regarding communication traits, its role in clear understanding of sustainable development and translation of the said understanding into day-to-day practices of sustainable development, and the logical linkages of these literatures gives rise to the development of three propositions. We believe that there is an interrelationship between social communications and the life-long practices of sustainable development. This will help public-planners for social-development plans, and is the main contribution/novelty of this study.