The role of organizational communication in the development ethical consumption Communities: the case of solidarity purchasing groups
Journal title ESPERIENZE D'IMPRESA
Author/s Camilla Barbarossa
Publishing Year 2014 Issue 2014/1
Language Italian Pages 16 P. 109-124 File size 114 KB
DOI 10.3280/EI2014-001005
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This work aims at analysing the pivotal role played by organizational communication within ethical consumption communities. Specifically, the work analyses the case of Ethical Purchasing Groups, in Italy. Due to the motivational complexity which steers consumers to join ethical purchasing groups (altruistic vs. ego-centric motivations), consumers show different levels of engagement, involvement, and commitment towards the organization and its activities. Organizational commmunication, therefore, plays a pivotal role in driving consumers in developing processes of acculturation and assimilation, which are more consistent with the organizational values and mission.
Keywords: Communities of ethical consumption, organizational communication, ethical purchasing groups.
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DOI: 10.3280/SL2016-142010
Camilla Barbarossa, La comunicazione organizzativa interna nelle organizzazioni di consumo etico: alcune riflessioni sui gruppi di acquisto solidale in "ESPERIENZE D'IMPRESA" 1/2014, pp 109-124, DOI: 10.3280/EI2014-001005