Riassunto analitico
This investigation explores how businesses are addressing environmental issues including biodiversity loss, resource depletion, and climate change by integrating sustainability and green marketing within the global food and beverage industry. It looks at how companies are using green marketing techniques more often to show their dedication to sustainability and obtain a competitive advantage. Green marketing is presented as an essential tool that enables businesses to match their environmental objectives with customer expectations and stand out in a market where sustainable and ethical business practices are increasingly important in influencing consumer behaviour. Key concepts like the Green Marketing Matrix, Marketing 3.0, and the Five I’s of Green Marketing are discussed to show the shift towards more customer-centric and values-driven marketing approaches. A critical element of this work is green marketing communication, particularly in the context of Corporate Social Responsibility (CSR). The analysis explores various strategies, including eco-labelling, sustainability reporting, and cause-related marketing, highlighting the need for companies to communicate their sustainability initiatives transparently to avoid consumer scepticism and accusations of greenwashing. Given the increasing importance of digital platforms, corporate websites play an essential role in conveying these messages. It is studied the global food industry, exploring its unique challenges and opportunities for sustainability. Furthermore, an analysis of market trends and the impacts of events like the Covid-19 pandemic, providing a holistic view of how the food industry is adapting to environmental demands. Specifically, the research of the global food market includes a thorough look at market trends and revenues, supported by graphs that show the leading firms' financial performance. By highlighting important players and their contributions to the overall growth of the market, these graphic representations provide insights into the economic landscape of the industry.
The internet serves as a primary channel for businesses to engage stakeholders, from customers to shareholders, and present their sustainability efforts credibly. The core of this research is the application of the OSEC (Orientation, Structure, Ergonomics, and Content) model to assess the green communication practices of major selected global food companies through their corporate websites. This model evaluates the quality of CSR communication based on 64 indicators, providing a structured framework to score companies on the clarity, transparency, and usability of their websites. By applying the OSEC model, this work offers a comparative analysis of how leading companies in the food industry communicate their sustainability commitments online. The analysis identifies leaders in green communication, providing insights into best practices and areas for improvement. Companies are scored across various dimensions of the model, with results revealing the effectiveness of their efforts to align their digital communication with their environmental initiatives.
|
