Investigating Internal CSR Communication: Building a Theoretical Framework

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Using an integrated CSR communication perspective, this chapter examines the role of internal CSR communication in achieving a successful, participative CSR approach. The special characteristics of CSR communication in general, and the distinctive challenges of internal CSR communication in particular, are identified. This allows a focus on and discussion of the challenges of the attitude-behavior gap regarding sustainable behavior in the work context. This perspective produces findings for how best to develop effective internal CSR communication that narrows the attitude-behavior gap. First, employees’ attitudes towards sustainability and the consequences for communication strategies that aim at changing these employee attitudes are discussed. Second, we investigate to what extent subjective norms and perceived behavioral control influence sustainable behavior at the workplace, in addition to the influence of attitudes toward sustainability and CSR. These discussions outline that every company has its own CSR specific environment and CSR specific organizational conditions for developing an effective, internal CSR approach. This chapter, however, identifies important antecedents and characteristics, which should be taken into consideration for an effective, internal CSR communication.
Original languageEnglish
Title of host publicationHandbook of Integrated CSR Communication
EditorsSandra Diehl, Matthias Karmasin, Barbara Mueller, Ralf Terlutter, Franzisca Weder
Number of pages19
Place of PublicationCham
PublisherSpringer International Publishing
Publication date2017
Edition1.
Pages89-107
ISBN (print)978-3-319-44698-1
ISBN (electronic)978-3-319-44700-1
DOIs
Publication statusPublished - 2017

    Research areas

  • Management studies - Internal CSR Communication, Employees, Participation, Attitude, Attitude Change, Social Norms, Perceived Behavioral Control

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