Do the commitments of companies regarding sustainable development protect them from crises?

La communication externe des engagements en matière de responsabilité sociétale des organisations: amortisseur ou catalyseur en cas de crise ?

Sonia Capelli (), Pierre Mathieu () and William Sabadie ()
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Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Pierre Mathieu: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
William Sabadie: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Most of the firms communicate about their involvement of sustainable development activities in order to increase their CSR image and to fulfill consumer expectations. The concept of sustainable development is multi-faceted involving choices from the companies. The present research focuses on the ability of a specific commitment on one of the facets of sustainable development to protect the company against a CSR crisis. By a between subject experimental study using the method of scenarios conducted among 252 respondents, we show that a proactive communication for sustainable development prior to a crisis dealing exactly with the commitment preserves the CSR firm image and the attitude toward the company. In the opposite, in the case of a proactive communication about sustainable development before a crisis dealing not exactly with the involvement claimed, results are identical to the situation in which the company does not engage in sustainable development.

Keywords: "développement durable"; "image CSR"; "crise"; "communication RSE" (search for similar items in EconPapers)
Date: 2015
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Published in Travaillé D., Gonds J.-P., Bayle E. La responsabilité sociétale des organisations - Des discours aux pratiques ?, Vuibert, 2015

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01128756

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