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

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Handbook of Integrated CSR Communication

Part of the book series: CSR, Sustainability, Ethics & Governance ((CSEG))

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.

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Authors and Affiliations

  1. Department of Management and Marketing, University of the Basque Country UPV/EHU, Bilbao, Spain

    Patrick Hartmann & Vanessa Apaolaza

  2. Department of Management and Marketing, La Trobe University, Melbourne, VIC, Australia

    Clare D’Souza

  3. Institute of Applied Business Economics, University of the Basque Country UPV/EHU, Bilbao, Spain

    Jose M. Barrutia & Carmen Echebarria

Authors
  1. Patrick Hartmann
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  2. Vanessa Apaolaza
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  3. Clare D’Souza
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  4. Jose M. Barrutia
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  5. Carmen Echebarria
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Correspondence to Patrick Hartmann .

Editor information

Editors and Affiliations

  1. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Sandra Diehl

  2. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Matthias Karmasin

  3. School of Journalism & Media Studies, San Diego State University, San Diego, California, USA

    Barbara Mueller

  4. Dpt. of Marketing and Int. Management, Klagenfurt University, Klagenfurt, Austria

    Ralf Terlutter

  5. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Franzisca Weder

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Hartmann, P., Apaolaza, V., D’Souza, C., Barrutia, J.M., Echebarria, C. (2017). Corporate Environmental Responsibility Communication: Implications from CSR and Green Advertising Research. In: Diehl, S., Karmasin, M., Mueller, B., Terlutter, R., Weder, F. (eds) Handbook of Integrated CSR Communication. CSR, Sustainability, Ethics & Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-44700-1_21

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