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...

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...