Environmental marketing communication on corporate website: Stakeholder audiences' expectations and needs

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Hämäläinen, Elina
dc.date.accessioned 2011-11-14T11:23:28Z
dc.date.available 2011-11-14T11:23:28Z
dc.date.issued 2010
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/401
dc.description.abstract ENVIRONMENTAL MARKETING COMMUNICATION ON CORPORATE WEBSITE: STAKEHOLDER AUDIENCES’ EXPECTATIONS AND NEEDS OBJECTIVES OF THE STUDY The main purpose of this thesis is to explore the needs and expectations of the target audiences of company‘s environmental communication on corporate websites. The research was practical, geared towards solving a managerial problem of what is relevant environmental communication on corporate website from stakeholder audiences‘ point of view. This study was motivated by the general lack of understanding the needs and expectations of the various stakeholders regarding environmental communication. Consequently, the main research question that the study set out to answer was: What are the information needs and expectations of various stakeholder audiences regarding environmental communication via company websites? METHODOLOGY This thesis draws upon a qualitative study of a Finnish oil refining company, Neste Oil. Empirical data were collected through 12 semi-structured qualitative interviews totaling approximately 8 hours and an email enquiry with selected target groups. Stakeholder groups investigated in this study were regulatory stakeholders including policy makers, community stakeholders including environmental organizations, media including journalists and organizational stakeholders including customers, investors and partner company representatives. The empirical research set out to answer three questions regarding the channels of environmental communication, the role of corporate website among other channels and finally the information needs and expectations of target groups regarding the content, structure, format and source of environmental marketing communication on corporate websites. RESULTS The findings of this study suggest that companies‘ actual environmental behavior determines the possibilities of environmental communication. Environmental communication on corporate websites should address the risks and opportunities that are specific to the company in question. Moreover, communication has to be oriented towards the future and express concrete objectives and milestones regarding how the company is planning to improve its environmental performance. In addition, websites should present evidence provided by impartial third parties. It is crucial that the website has clear visuals and is organized with well-known and understandable logic to make it easy for various target audiences to navigate. Lastly, the findings of this thesis indicate that in addition to effective communication on corporate websites, offline channels are also of crucial importance. en
dc.format.extent 102
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Environmental marketing communication on corporate website: Stakeholder audiences' expectations and needs en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Marketing and Management en
dc.contributor.department Markkinoinnin ja johtamisen laitos fi
dc.subject.keyword environmental marketing
dc.subject.keyword environmental communication
dc.subject.keyword stakeholders
dc.subject.keyword corporate websites
dc.identifier.urn URN:NBN:fi:aalto-201111181313
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon mainonta
dc.subject.helecon advertising
dc.subject.helecon yritysviestintä
dc.subject.helecon business communication
dc.subject.helecon ympäristöjohtaminen
dc.subject.helecon environmental management
dc.subject.helecon ympäristö
dc.subject.helecon environment
dc.subject.helecon internet
dc.subject.helecon internet
dc.subject.helecon viestintä
dc.subject.helecon communication
dc.ethesisid 12269
dc.date.dateaccepted 2010-05-03
dc.location P1 I


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