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Externe Kommunikation von Nachhaltigkeit. Eine empirische Untersuchung der Wirkung von Nachhaltigkeitskommunikation auf die Kunden

Externe Kommunikation von Nachhaltigkeit. Eine empirische Untersuchung der Wirkung von Nachhaltigkeitskommunikation auf die Kunden

          
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About the Book

Wissenschaftliche Studie aus dem Jahr 2017 im Fachbereich BWL - Unternehmensethik, Wirtschaftsethik, Note: 1,0, Hochschule Fresenius München, Sprache: Deutsch, Abstract: Schmelzende Polkappen, steigende Wasserspiegel, Armut und Kinderarbeit. Diese Schlagwörter spiegeln die weitreichenden Folgen des derzeitigen Klimawandels und der sozialen Ungerechtigkeit wieder. Ausschlaggebend für den fortschreitenden Klimawandel ist die steigende Konzentration der Treibhausgase in der Atmosphäre seit Beginn der Industrialisierung. Um die globale Erwärmung zu verringern, stellen sowohl Staat als auch die Gesellschaft erhöhte Ansprüche in Bezug auf ökologische Verantwortung und nachhaltiges Handeln an die Wirtschaft. Dabei haben Unternehmen vermehrt Schwierigkeiten, den hohen Anforderungen dieser Interessengruppen gerecht zu werden. Die Reaktionen der Unternehmen auf den erhöhten Druck fallen dabei sehr unterschiedlich aus. Neben der Einführung tatsächlicher Prozesse zur Steigerung der unternehmerischen ökologischen Verantwortung wurden zusätzlich auch reine imageverbessernde Werbemaßnahmen zu einem häufig verwendeten Instrument. Dadurch ist das Vertrauen der Konsumenten in die Kommunikationspolitik der Unternehmen in Bezug auf das Thema Nachhaltigkeit gering. Laut einer Studie von Statista 2016 halten nur 3% der Befragten Werbekampagnen, in denen Unternehmen ihr Engagement für Nachhaltigkeit und Klimaschutz betonen, für glaubwürdig, 42% für eher glaubwürdig und 49% für eher unglaubwürdig. Stellt sich nun die Frage, welche externen Kommunikationsmittel für die Übermittlung von Nachhaltigkeitskommunikation den Kunden glaubwürdig und welche unglaubwürdig erscheinen. Ziel dieser Arbeit ist es, durch eine empirische Untersuchung herauszufinden, welche Instrumente der Nachhaltigkeitskommunikation das Vertrauen der Kunden aufbauen oder erhalten können und bei welchen wiederum das Vertrauen sinkt. Um das Fundament der empirischen Untersuchung zu legen, wird zunächst eine wissenschaftl


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Product Details
  • ISBN-13: 9783668850095
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668850097
  • Publisher Date: 03 Dec 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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Externe Kommunikation von Nachhaltigkeit. Eine empirische Untersuchung der Wirkung von Nachhaltigkeitskommunikation auf die Kunden
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Externe Kommunikation von Nachhaltigkeit. Eine empirische Untersuchung der Wirkung von Nachhaltigkeitskommunikation auf die Kunden
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