在渡轮公司的营销传播中,致力于可持续发展目标
Natalia Wagner1, Aleksandra Łapko1, Ewa Hącia1
1Faculty of Economics and Transport Engineering, Maritime University of Szczecin, Szczecin, Poland.
PloS one
|December 2, 2024
概括
波罗的海地区的渡轮运营商优先考虑营销航行安全和环境目标而不是社会目标,尽管没有法律义务报告可持续发展目标 (SDGs). 这项研究揭示了可持续性实践中的沟通模式.
科学领域:
- 工商管理与管理 工商管理与管理
- 环境研究 环境研究
- 海上运输 海上运输 海上运输
背景情况:
- 企业越来越多地使用可持续性沟通来获得竞争优势,即使没有对可持续发展目标 (SDGs) 披露的法律授权.
- 波罗的海地区的渡轮运营商是审查企业可持续发展沟通战略的关键部门.
- 了解这些做法对于评估真正的企业承诺与营销宣称至关重要.
研究的目的:
- 调查和分析波罗的海地区渡轮运营商的可持续性沟通实践.
- 评估这些公司如何传达他们对可持续发展目标 (SDGs) 的承诺.
- 在他们的可持续发展报告和营销中识别模式.
主要方法:
- 开发一个新的指数,结合专家对可持续性类别的评估 (基于SDG) 和公司营销沟通的分析.
- 通过两个关键维度对可持续发展沟通的评估:专家评估和营销宣传.
- 基于可持续性沟通的识别模式,对渡轮公司进行分类.
主要成果:
- 在渡轮运营商中发现了三种不同的可持续性沟通行为模式.
- 航行安全和温室气体排放成为最常见的可持续性承诺.
- 营销沟通主要集中在环境目标上,掩盖了与社会目标相关的目标.
结论:
- 渡轮运营商的可持续性沟通战略上集中在环境方面,特别是排放和安全.
- 该研究强调了有关可持续发展目标的法律要求披露和自愿营销沟通之间的差距.
- 开发的方法工具为评估各种行业的可持续性沟通提供了可转移的框架.
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