On communicating the complexity (...) Part 1: The Max Havelaar Case

Lise Langeland

    Research output: Contribution to journalJournal articleResearchpeer-review


    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 languageEnglish
    JournalGreener Management International
    Issue number22
    Pages (from-to)96-107
    Publication statusPublished - 1998


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