Purpose/Value – The objective of this paper is to determine (1) the extent to which sustainability serves as a sales argument and (2) which areas of sustainability are communicated in the fruit juice industry. This seems promising against the background that there are several ethical...

Signalling CSR activities by firms have gained considerable relevance over the last decade with enterprises having a large variety of instruments to design their CSR communication. Different communication means can complement one another as the information distributed refers to different...

“Growing awareness among consumers about sustainability issues ‐ ranging from recycling to fair wages for workers ‐ are starting to shape consumer buying patterns” (Partos 2009). Especially for conscious consumers ethical and sustainable consumption are becoming mainstream. With regard...