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THE ROLE OF PUBLIC RELATIONS IN THE GROWTH OF SUSTAINABLE CONSUMERISM

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Abstract:

Within the trend of growth of sustainable business and corporate responsibility, sustainable consumerism has doubled or tripled in some developed European countries and in U.S. in the last ten years. Since in ethical consumerism, not only fresh rules of marketing are considered, but, also, the crucial role of corporate communications as business function is widely acknowledged, the purpose of this paper is to debate the role of public relations function, particularly in consumer goods companies, in the development of sustainable consumerism. In a desk research of the role of public relations function in the corporate responsibility context, some basic public relations theories are used to clarify the importance of communication in addressing the needs of ethical consumers, and particularly the importance of communication or public relations corporate function in this context. A conclusion is drawn regarding the role of public relations function in the growth of sustainable consumption in general.

Keywords: corporate responsibility; public relations; sustainable business; sustainable consumerism; sustainable consumption

Document Type: Research Article

DOI: http://dx.doi.org/10.5848/APBJ.2012.00024

Publication date: January 1, 2012

More about this publication?
  • The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.
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