Corporate Environmental Responsibility Communication: Implications from CSR and Green Advertising Research

Patrick Hartmann (), Vanessa Apaolaza (), Clare D’Souza, José Barrutia and Carmen Echebarria
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Patrick Hartmann: University of the Basque Country UPV/EHU
Vanessa Apaolaza: University of the Basque Country UPV/EHU
Clare D’Souza: La Trobe University

A chapter in Handbook of Integrated CSR Communication, 2017, pp 377-392 from Springer

Abstract: Abstract Even though environmental topics are among the main themes addressed in CSR communication (CSRC), research on specific environmental themed CSRC has been scarce so far. This paper discusses the lessons that can be learned from previous CSR communication and green advertising research for corporate environmental responsibility communication (CERC) aims, channel selection and message strategy. The review of relevant literature reveals that, while stakeholders seemingly demand that companies engage in environmental initiatives, CERC potentially can backfire. If adequately implemented, CERC can have beneficial effects on corporate image, brand equity, stakeholder attitudes and consumer purchase intentions. Key factors of CERC success are discussed.

Keywords: Corporate environmental responsibility communication; CSR; Environment; Green advertising (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-319-44700-1_21

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DOI: 10.1007/978-3-319-44700-1_21

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