Abstract
The article illustrates ways of embracing complexity in green
communication through the case of the Max Havelaar Foundation, a
Danish 'fair trade' organisation. The case study serves as an
inspiration as well as an illustration of the possibility of
communicationg a green message in multiple dimensions. Though a
wider range of fair trade products exist, the case study only
draws on the compaigns related to coffee. After an introduction to
the social problems underlying fair trade, the article studies the
communication undertaken by the Max Havelaar Foundation, drawing
on material from various campaigns. The general implications fro
environmental and social communication are presented and
discussed. The article concludes the business can address the
underlying environmental and social issues in an informative and
responsible manner and that the case study suggests the
possibility of doing so successfully.dofækdf
Original language | English |
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Journal | Greener Management International |
Issue number | 22 |
Pages (from-to) | 96-107 |
ISSN | 0966-9671 |
Publication status | Published - 1998 |