Efficiency of sustainability communication tools

Abstract

Sustainability is becoming an increasingly popular topic in the context of modern consumption. This encourages businesses to take various measures to spread the message about sustainable production of goods and provision of services. However, not all sustainability communication tools are efficient. This study analyses the efficiency of sustainability communication channels and their impact on consumers. The theoretical part emphasized that sustainability communication is an integral part of corporate social responsibility, helping to strengthen reputation, develop consumer loyalty and promote sustainable development of society. The results of the study, as well as the analysis of other sources, revealed that the most commonly observed sustainability communication tools are information found on social networks, websites and product packaging. They most efficiently perform an information function and influence consumers. Empirical data also showed that a significant proportion of consumers evaluate sustainability communication sceptically and are not convinced by the sincerity of companies in this sphere. However, this does not deny the fact that sustainability communication channels in Lithuania operate efficiently, but such efficiency depends on the ability of companies to communicate transparently and consistently, in a form that is attractive to consumers.