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.