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

In: Handbook of Integrated CSR Communication

Author

Listed:
  • Patrick Hartmann

    (University of the Basque Country UPV/EHU)

  • Vanessa Apaolaza

    (University of the Basque Country UPV/EHU)

  • Clare D’Souza

    (La Trobe University)

  • Jose M. Barrutia

    (University of the Basque Country UPV/EHU)

  • Carmen Echebarria

    (University of the Basque Country UPV/EHU)

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.

Suggested Citation

  • Patrick Hartmann & Vanessa Apaolaza & Clare D’Souza & Jose M. Barrutia & Carmen Echebarria, 2017. "Corporate Environmental Responsibility Communication: Implications from CSR and Green Advertising Research," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 377-392, Springer.
    • Handle: RePEc:spr:csrchp:978-3-319-44700-1_21
    DOI: 10.1007/978-3-319-44700-1_21
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    Cited by:

    1. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).

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