Corporate sustainability communication to promote pro-environmental behaviour: lessons learned from Balinese women in Indonesia

Abstract

PurposeThis study aims to (1) examine corporate sustainability communication that promotes pro-environmental behaviour and (2) explore women’s experiences and expectations in relation to sustainability communication. Based on the findings, the study proposes a sustainability communication model that can facilitate the needs of both companies and women.Design/methodology/approachA case study was conducted to examine sustainability communication within the support waste management project of one company in Bali, Indonesia. Following the appreciative inquiry method, focus group discussions involving Balinese women and in-depth interviews were conducted to discover the best experiences and most appropriate ways to participate in waste management initiatives.FindingsThe findings show a gap between women’s understanding of sustainability issues and the information provided by the company. The company and women construct their own understandings of sustainability issues, and each has different capacities, needs, interests and values. This study contends sustainability communication as a process for co-creating meaning. It should begin by using the livelihoods and tangible impacts on women groups as the entry point.Research limitations/implicationsThe proposed framework suggests communication intervention that acknowledges the importance of community participation and empowerment as well as three levels of impact: for themselves, their environment, and their communities. This study also recommends further studies in different contexts, as this study was conducted in collectivist rural communities.Originality/valueThe proposed framework accentuates the value of communication processes and management as well as sustainability outcomes, and considers women as actors, rather than as objects.