Investigating Internal CSR Communication: Building a Theoretical Framework
Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research › peer-review
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Handbook of Integrated CSR Communication. ed. / Sandra Diehl; Matthias Karmasin; Barbara Mueller; Ralf Terlutter; Franzisca Weder. 1. ed. Cham: Springer International Publishing AG, 2017. p. 89-107 (CSR, Sustainability, Ethecs & Governance).
Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research › peer-review
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TY - CHAP
T1 - Investigating Internal CSR Communication: Building a Theoretical Framework
AU - Bekmeier-Feuerhahn, Sigrid
AU - Bögel, Paula Maria
AU - Koch, Carina
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
KW - Management studies
KW - Internal CSR Communication
KW - Employees
KW - Participation
KW - Attitude
KW - Attitude Change
KW - Social Norms
KW - Perceived Behavioral Control
U2 - 10.1007/978-3-319-44700-1_6
DO - 10.1007/978-3-319-44700-1_6
M3 - Contributions to collected editions/anthologies
SN - 978-3-319-44698-1
T3 - CSR, Sustainability, Ethecs & Governance
SP - 89
EP - 107
BT - Handbook of Integrated CSR Communication
A2 - Diehl, Sandra
A2 - Karmasin, Matthias
A2 - Mueller, Barbara
A2 - Terlutter, Ralf
A2 - Weder, Franzisca
PB - Springer International Publishing AG
CY - Cham
ER -