Digital Communication of Conscientious Brands: Case Studies

Alessandra Bertolini (), Francesca Conte, Alfonso Siano and Fabiola Marongiu
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Alessandra Bertolini: Department of Economics and Statistics, University of Salerno, 84084 Fisciano, Italy
Francesca Conte: Department of Political and Communication Sciences, University of Salerno, 84084 Fisciano, Italy
Alfonso Siano: Department of Political and Communication Sciences, University of Salerno, 84084 Fisciano, Italy
Fabiola Marongiu: Department of Political and Communication Sciences, University of Salerno, 84084 Fisciano, Italy

Sustainability, 2023, vol. 15, issue 21, 1-23

Abstract: In the actual context, it is increasingly crucial for brands to act with a conscience and communicate their environmental and social commitments to gain social legitimacy from stakeholders. Despite the relevance of this issue, limited studies provide insight into conscientious communication. Specifically, there is a dearth of research in the conscientious brand literature on how conscience-driven brands can communicate in digital environments. Indeed, brands may benefit from digital touchpoints by increasing social acceptance. The proposed paper aims to provide a conscientious communication definition and explore requirements that conscientious brands can fulfil to communicate their conscientiousness to stakeholders in the online context. The findings emerging from secondary data-based case studies offer a preliminary definition of conscientious communication and initial answers to what conscientious brands communicate (main contents), to whom (main audience), for what objectives (functions), how (main principles) and where (main digital means and channels) they communicate. Furthermore, the paper provides a compass to orient managers and practitioners toward conscientious communication strategies and practices to achieve environmental, social, and governance goals. This study broadens the debate on conscientious brands and offers theoretical insights into social legitimacy. Finally, it paves the way for future research in this emerging field.

Keywords: conscientious brands; conscientious communication; digital communication; social and environmental projects (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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