Symbolic and substantive legitimation: examining corporate commitments to sustainable development goal 12
Journal of Communication Management
ISSN: 1363-254X
Article publication date: 21 July 2023
Issue publication date: 18 March 2024
Abstract
Purpose
The purpose of this paper is to assess online corporate communication around commitments to sustainable development goal (SDG) 12, sustainable production and consumption.
Design/methodology/approach
Guided by legitimacy theory, a qualitative directed content analysis was conducted on 13 companies' webpages (81 webpages, 78,947 words).
Findings
Companies broadly failed to communicate about all 11 SDG 12 targets, neglected to consistently address multiple stakeholder groups, missed opportunities to provide concrete evidence of progress and relied on a mix of substantive and symbolic legitimation strategies.
Originality/value
SDG 12 has been under-researched and this paper is one of the first to offer an in-depth analysis of corporate communication regarding SDG 12.
Keywords
Acknowledgements
The authors would like to thank the Arthur W. Page Center for supporting this research.
Nicholas Eng and Cassandra L.C. Troy are co first authors.
Citation
Eng, N., Troy, C.L.C. and Bortree, D.S. (2024), "Symbolic and substantive legitimation: examining corporate commitments to sustainable development goal 12", Journal of Communication Management, Vol. 28 No. 1, pp. 74-92. https://doi.org/10.1108/JCOM-06-2022-0075
Publisher
:Emerald Publishing Limited
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