What question did this study set out to answer?

This study examines how consumers perceive corporate sustainability based on the alignment of actions and communication.

Walk your path, speak the truth: the balance between sustainability commitment and communication

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Exploratory qualitative study analyzes corporate sustainability signals in Brazilian consumers, suggesting implications for trust and legitimacy.

This study examines how consumers perceive corporate sustainability based on the alignment of actions and communication.
Exploratory qualitative study
In-depth interviews with Brazilian consumers
Grounded in legitimacy theory and signaling theory
Participants prioritize coherence between corporate actions and claims regarding sustainability.
Opaque companies are strongly penalized, while translucent companies receive mixed responses.
Conceptualizes 'shades of transparency' to represent firms communicating partial but sincere sustainability efforts.

Bagatini et al. (2026) studied this question.

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View Full Paper

Ask AI

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Authors

Exploratory qualitative study analyzes corporate sustainability signals in Brazilian consumers, suggesting implications for trust and legitimacy.

This study examines how consumers perceive corporate sustainability based on the alignment of actions and communication.
Exploratory qualitative study
In-depth interviews with Brazilian consumers
Grounded in legitimacy theory and signaling theory
Participants prioritize coherence between corporate actions and claims regarding sustainability.
Opaque companies are strongly penalized, while translucent companies receive mixed responses.
Conceptualizes 'shades of transparency' to represent firms communicating partial but sincere sustainability efforts.

Bagatini et al. (2026) studied this question.

View Full Paper

Ask AI

Bookmark