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| Author: | McDonagh, P. |
| Title: | Towards a theory of sustainable communication in risk society: Relating issues of sustainability to marketing communications |
| Journal: | Journal of Marketing Management
1998 : JUL, VOL. 14:6, p. 591-622 |
| Index terms: | environmental protection sustainable development marketing |
| Freeterms: | green marketing |
| Language: | eng |
| Abstract: | If we optimistically assume, that business in Western industrial society can be transformed into ecologically sustainable organizations, how would these organizations communicate? In this study 'green' communicative acts are examined in a light of a social constructionist approach. The author lays the foundations for a new theory, Sustainable Communication, which can account for any communication act having the issues of sustainable development as its focal point. |
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