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Green Talk : The Effect of Environmental CSR Communication on the Purchase Intention of Green Products.

Leeuwerden, Menno van (2021) Green Talk : The Effect of Environmental CSR Communication on the Purchase Intention of Green Products.

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Abstract:Increasing amounts of material consumption and resource use is leading to high levels of environmental damage. Green products are a part of the solution, however the adoption of these products is still too low. This paper investigates if environmental CSR communication influences the intention to buy green products by consumers. The aims of this paper are as follows; (1)To help build consensus on the debate of the effectiveness of CSR communication strategies, by looking into a specific dimension of CSR, namely environmental CSR, and its effect on the purchase intention of green products, and (2)To find evidence/relationships that could help improve the consumption levels and adoption of green products, by looking at the influence of digital environmental CSR communication on the purchase intention of green products. The findings indicate that the communication of environmental CSR via social media negatively influences the purchase intention of green products. The communication itself does result in a higher perceived environmental concern, which on its own positively influences the purchase intention. Hence, digital environmental CSR communication can lead to an improved corporate image, which positively influences the purchase intention of green products.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/88173
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