Abstract
The paper aims to examine the role of environmental reporting as the part of marketing communication of a company. This corporate activity can play the important role towards company’s various stakeholders, especially to customers and suppliers. They can evaluate the impact of such marketing information on a company’s corporate reputation and brand image. The research is focused on small and medium-sized enterprises operating in the manufacturing industry. Data applied in the paper has been tested through chi-square test. Research presented in this paper has proved that environmental reporting positively influences concluding of new contracts. Environmental communication and labelling is an important source of information for environmentally conscious consumers and it has the potential to influence their decision-making.
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Acknowledgments
The research is financed by the Internal Grant Agency of the Brno University of Technology. Name of the Project: Economic Determinants of Competitiveness of Enterprises in Central and Eastern Europe. Project Registration No. FP-S-15-2825.
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Dočekalová, M.P., Hornungová, J. (2017). Environmental Reporting as a Part of a Marketing Communication. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_42
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DOI: https://doi.org/10.1007/978-3-319-33865-1_42
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