Phản hồi công chúng đối với thông điệp truyền thông trách nhiệm môi trường của doanh nghiệp trong kỷ nguyên số: Phản hồi công chúng đối với thông điệp truyền thông trách nhiệm môi trường của doanh nghiệp trong kỷ nguyên số

Trần Thị Thùy Dương, Nguyễn Doãn Quân, Hoàng Nhật Cường

doi:10.1243/kvayv283

Authors

Trần Thị Thùy Dương, Nguyễn Doãn Quân, Hoàng Nhật Cường Author

DOI:

https://doi.org/10.1243/kvayv283

Keywords:

ECSR, ELM, Elaboration Likelihood Model (ELM), Environmental Corporate Social Responsibility (ECSR), communication messages, public responses

Abstract

Amid the escalating environmental challenges and the rapid expansion of social media in Vietnam, the public no longer passively receives information but actively comments on, shares, and evaluates corporate environmental responsibility messages (Environmental Corporate Social Responsibility - ECSR). In practice, however, the same ECSR communication message may generate different public responses. This study adopts a qualitative approach based on the analysis and synthesis of domestic and international literature on ECSR, public responses, and the Elaboration Likelihood Model (ELM). The findings suggest that public responses can be explained through the two information-processing routes within the ELM framework: the central route and the peripheral route - which depend on recipients’ level of involvement and information-processing ability. Based on these findings, the study underscores the importance of developing ECSR communication strategies that are transparent, evidence-based, and consistent in order to reduce public skepticism regarding greenwashing in the context of digital communication.

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Public Responses to Environmental Corporate Social Responsibility Messages in the Digital Era