Corporate Social Irresponsibility : The Fine Line between Responsibility and Hypocrisy : A Cross-Media Case Study of Nestlé’s Fairtrade Kit Kat Bar

Titre Corporate Social Irresponsibility : The Fine Line between Responsibility and Hypocrisy : A Cross-Media Case Study of Nestlé’s Fairtrade Kit Kat Bar
Lien hypertexte Site de « http://csr-com.org »
Auteur GSCHOESSER, Martina ; PLANK, Andreas
Date 2019
Pagination 15 p.
Notes Intervention lors de la 5ème Conférence Internationale « CSR Communication Conference », 18-20 septembre 2019
Résumé Abstract : «Conscious consumers increasingly ask for more sustainable products. Some companies trying to satisfy this demand find themselves in the perplexing situation that when they improve their products’ environmental or social properties they are accused of Greenwashing. Especially social media enables activist consumers to quickly react to companies’ actions and spread the word if they think companies act irresponsibly or hypocritically. Comparing discourses in traditional and social media on Nestlé’s Kit Kat bar this paper shows that (1) the discourse in social media is more negative than in traditional media, (2) the discourse in social media is more event-dependent than in traditional media, (3) consumers react controversially to a multinational company that employs the Fair Trade label, (4) activist consumers use social media to criticize a company’s perceived hypocritical behaviour and call for boycotts, (5) via social media activist consumers can actively influence a company’s behaviour.»
Organismes cités FAIRTRADE ; GREENPEACE

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