The study aims to investigate whether there is a discrepancy between how Swedish fast fashion- companies communicate their CSR (Corporate Social Responsibility) work and how their CSR work is reported in the Swedish news. If differences do occur, we will analyze and discuss what this discrepancy may be due to. The study is limited to only studying one of the world's largest fast fashion companies H&M and examining how H&M choose to highlight their CSR work in their sustainability report and at the website, compared with what is reported in the Swedish news. The study has a qualitative approach with a total study of 13 news articles, H&M's latest sustainability report and H&M's. CSR communication and agenda setting theory have formed the basis of the study's analysis to identify differences and why they may occur. The results of the study shows that there is a discrepancy between the channels depending on whether the customer receives information from H&M's own channels or if they receive information from news media. Moreover, the study shows that H&M communicates their CSR work to their advantage, while the agenda setting theory confirms that news media cover and form the topics that are in the public interest. The question of which information consumers should believe in will continue to remain, and the study can only inform and draw the consumer's attention to the fact that there are differences in the reporting and hope to contribute to future research.

The purpose of this study is to investigate how Max Burgers construct themselves as an environmentally friendly company through their video advertisements. Additionally the purpose is to investigate how young, loyal customers can perceive Max’s attempt to portray  themselves as an environmentally friendly company, in the fast food industry through their advertisements. The two research questions are as follows: 1)   How does Max construct their advertisements in the campaign “Climate Positive Burgers”? 2)   How do Max’s young, loyal customers perceive Max’s video advertisements in the campaign “Climate Positive Burgers”?   The chosen theoretical framework incorporated into the study are Stuart Hall’s theory of Encoding/Decoding and Kenneth Burke’s theory of identification.  Data has been collected through an online survey, individual online semi-strucuted interviews and multimodal analysis. The study found that the way Max constructs their video advertisements can vary. With one video being constructed around being relatable and embracing humor, while the other was constructed on seriousness and artistic elements. In addition to this, it was found that all three types of readings according to Hall’s theory were perceived by the loyal customers interviewed. However, oppositional and dominant readings were more frequent. Finally, it was concluded that idealistic identification is present in consumers, due to loyal customers sharing some of the same values that Max are communicating in the video advertisements.

Title: Constructed legitimacy or social responsibility? A qualitative study of the tour operator TUI’s CSR-communication directed to Swedish consumers (Konstruerad legitimitet eller samhällsmedvetenhet? En kvalitativ studie av charterbolaget TUIs CSR-kommunikation till svenska konsumenter) Authors: Emma Wallin and Klara Berglund Eriksson Aim: The purpose of this study is to investigate how the tour operator concern TUI work to achieve legitimacy during a period of criticism towards the travel industry, by studying their CSR-communication. This is done by answering following questions:   <ol type="1">Does TUI use CSR-communication as a way to achieve legitimacy? How does TUI communicate their CSR-commitment in their relationship with Swedish consumers? Which tendencies of Suchman’s legimicity types can be found in TUI’s CSR-communication? Method/Material: To answer the research questions we have analysed material from TUI’s sustainability report of 2018, their press releases from 2018-2019 and content from the page of sustainability at TUI Sweden’s website. The material was collected by document analysis and analysed through a qualitative content analysis.  Main Results: Our study indicates that TUI use CSR-communication to achieve legitimacy and maintains two of Suchman’s legimicity types: pragmatic and moral. TUI primarily use one-way communication and the study indicates that there is an economic interest behind their work with achieving legitimacy through their CSR-communication.  Number of pages: 50 pages Course: Media and Communication studies C Department: Department of Informatics and media University: Uppsala University Period: Spring 2020 Tutor: Martin Landahl Keywords: Public Relations, Corporate Social Responsibility, CSR-communication, Legitimacy, Tourism.

While corporate social responsibility (CSR) disclosure has proliferated in the apparel industry since the 1990s, CSR communications research remains underdeveloped. While the extant literature investigates how brands utilise CSR reports and websites to communicate CSR, little attention has been given to other communication channels. In response, this thesis explores how apparel brands use different corporate communication channels to communicate CSR to stakeholders. Using ethnographic content analysis, the CSR reports, corporate websites and Facebook posts of thirty apparel brands were analysed. Findings indicate that brands approach CSR communication strategically with approximately two-thirds of brands consistently using the same channel combination for each CSR topic, while the remaining third employ a dynamic approach, using different channel combinations to discuss different CSR topics. While CSR reports and websites show a typically moderate-high level of utilisation for the discussion of CSR topics, the same CSR topics are considerably less likely to be discussed over Facebook. Facebook CSR communication is generally selective, with contentious issues seldom addressed via this channel. There is little consistency between brands in how they approached CSR communication, with each brand employing a combination of strategies to legitimise their business practices and demonstrate their good corporate citizenship. This study empirically supports and extends research conducted on single channel CSR communications of apparel brands and suggests that brands are cognizant of the business case for CSR as well as the repercussions of poorly executed CSR communication.

Corporate Social Responsibility or CSR has, in step with societal development and awareness, driven companies to take several aspects into account. Issues relating to climate, sustainability, social and financial issues are some of the meanings of social responsibility and to which companies are taking into account. The knowledge about the textile industry has broadened throughout society which has led to a certain awareness about what we buy. This makes CSR communication important. Recently, several companies in the fashion industry have chosen to introduce various recycling programs of clothing in an attempt to reduce its climate footprint and position themselves as more sustainable in the market. One example is the fast-fashion company NA-KD and their sustainable initiative NA-KD Circle. Previous research has demonstrated how the inclusion of CSR can be important for the brand's credibility and loyalty. Based on methods that have been linked to the theoretical framework studied, the study has applied rhetorical and semiotic analysis as well as Kim and Ferguson’s six dimensions of effective CSR. In addition to these, Stuart Hall's model of encoding and decoding has also been used to illuminate the reception of the respondents. With the help of semi-structured interviews, the study's second and third questions have been attempted to be answered. These have touched on the topics of whether NA-KD Circle can be perceived as effective CSR and how this affects young women's attitude towards NA-KD as a brand. The interviews were further analyzed with qualitative content analysis where two themes were identified. The women's attitude and influence towards NA-KD as a brand resulted in its image being more skeptical than unchanged. It can also be read that the recipients did not decode the material of NA-KD Circle in the way that the sender was striving for. The recipients partly received the message but applied their personal perspectives and interpretations to the material.

Introduction: Corporate Social Responsibility, CSR, is seen as an important part of an organization, where communication functions as creating relationships between the organization and social actors. CSR is about the company's social responsibility for how they affect society from an economic, environmental, and social perspective. Purpose: The purpose of the study is to account for communicators' views on CSR communication and how they deal with the possible opportunities, challenges and risks they experience in communicating CSR. The purpose is also to discern the similarities and differences that the communicators have regarding the view of CSR communication, in order to gain a greater understanding of the prerequisites of CSR communication. Method/material: The data for our study have been collected by semi-structured interviews with four communicators with knowledge in CSR communication. These have then been analyzed through a thematic analysis. Theory: The study contains theories related to the subject, such as theoretical concepts about CSR and CSR communication, the stakeholder theory and greenwashing. These have set the knowledge and structure of the interviews and helped us understand the results. Result: The results of the study show us that communicators have different prerequisites for communicating CSR. Based on, for example, industry standards and different stakeholders which therefore have different expectations. Common to them are demands for transparency and authenticity in the communicators' work. This is supposed to reduce the risk of being met with suspicion and skepticism. Possibilities such as appearing as legitimate and credible as a company can be discerned.

Background: Fast-fashion companies are famous for manufacturing the products at cheaper prices and consumers are getting aware of that. Due to the widespread environmental and social problems in the world, Corporate Social Responsibility (CSR) has significantly evolved in fast-fashion industries. A lot of fast-fashion companies are involved in CSR communication in order to convey the information to consumers. It is significant for the companies to adapt effective strategies of communicating their CSR activities to consumers.  Purpose: The purpose of this study is to explore the impact of CSR content communication on consumers’ attitudes toward fast fashion companies.  Method: In this study, the semi-structured interviews as a qualitative method were conducted. The sample size is 12 consisting of 6 men and 6 women. The authors selected individuals who are interested in fashion and preferably have concerns about sustainable fashion brands.  Findings: The findings demonstrated the significance of transparent CSR communication as a consideration for the effect on consumers’ attitudes. Visual content attracts consumers’ attention and gives sympathetic emotions to consumers wherein directly influence positive attitudes towards the companies. However, the participants did not regard written content as important because of the difficulties of availability and readability. Third party confirmation from the new theory plays an important role in contributing to a positive attitude and it also expands WOM and credibility of the companies.  Conclusion: This study contributes to the knowledge of CSR communication strategies in fast-fashion companies because the findings are closely related to how companies can create effective CSR content to positively influence consumers’ attitudes.

An organisation's survival depends on being considered legitimate through the eyes of society. Through CSR-work, organisations strive to appease stakeholders in order to reach and maintain legitimacy. In controversial industries this work is significantly harder, for such businesses often cause harm to human health, society and/or environment. The purpose of this study is to critically review how companies in the tobacco industry legitimise their businesses through communications of CSR-work. Through analysis of Swedish Match’s and Japan Tobacco International’s webpages and annual reports this study aims to understand how they communicate their social responsibility to stakeholders and society. Since CSR-work and legitimacy within controversial industries is a relatively unexplored subject of research, prior scientific research has formed a significant basis for the study. Prior scientific research states that CSR-communication with high-transparency and preventative strategies have the highest legitimising effect within controversial industries. The theoretical framework has been based on legitimacy- and communication theories, combined with Bacchis’ analytical theory and method WPR. The method used in the study is an ideology critical text analysis. The results show that the companies use high-transparency and remedying CSR-strategies in their communication to strive for legitimacy. Overall, the companies use their platforms to strengthen the legitimacy of their risk-reducing products, environmental initiatives and their work with human rights in their supply-chains. / En organisations överlevnad är beroende av att den uppfattas som legitim av omvärlden. Genom CSR-arbete strävar organisationer efter att blidka intressenter och uppnå legitimitet. I kontroversiella industrier är detta betydligt svårare då sådana verksamheter ofta orsakar skada för hälsa, miljö och/eller samhälle. Syftet med denna studie är att kritiskt granska hur tobaksindustrier legitimerar sin verksamhet genom kommunikation om CSR-arbete. Genom analys av Swedish Matchs och Japan Tobacco Internationals hemsidor och årsrapporter ämnar studien att förstå hur företagen kommunicerar sitt sociala ansvar till allmänheten och intressenter. Eftersom CSR-arbete och legitimitet inom kontroversiella industrier är ett relativt outforskat ämne har tidigare forskning utgjort en betydande grund för denna studie. Tidigare forskning visar att CSR-kommunikation med hög transparens och förebyggande strategier har störst legitimerande effekt inom kontroversiella industrier. Studiens teoretiska ramverk består av legitimitets- och kommunikationsteorier som används tillsammans med Bacchis analytiska teori och metod WPR. Metoden som används är en ideologikritisk kvalitativ textanalys. Resultaten från studien visar att företagen använder sig av hög transparens och avhjälpande CSR-strategier i sin kommunikation för att uppnå legitimitet. Överlag använder företagen sin plattform för att stärka legitimiteten för nya riskreducerande produkter, miljösatsningar och arbetet med mänskliga rättigheter i sin leverantörskedja.

Problem Description: Since there are recognized similarities in the construction industry between relationship building and strategic CSR engaging thus managing and communicating CSR should be evaluated from the industrial network perspective. Close interaction between stakeholders and implemented strategic CSR facilitate to perform successfully and remain competitive when facing challenges in modern construction industry. Peab AB was chosen for the research as one of the leading construction companies in the Nordic region that recently redefined its CSR strategy and now delivering and sharing the vision through entire established network. Purpose of the research: Sustainable development has become part of the business plans for Swedish construction companies. Therefore it is relevant to research implementation of sustainable dynamics in the Peab’s vision by analyzing their strategic CSR process and how it is communicated to their key stakeholders within complex industrial network. Research questions: How is sustainability vision and strategic CSR communicated through Peab’s business relationships within its industrial network? How does the company communicate its CSR strategy within the industrial network? How does the company handle its CSR issues within long-term relationships? Methods: In this thesis qualitative research method with deductive approach has been used. The empirical findings contain primary data such as interviews with the management of the Peab Group, Peab Grundläggning, Swerock and Leimet. The secondary data sources were academical journals, books, Peab website and its corporate policy, annual &amp; sustainability reports. Conclusion: By combining traditional industrial marketing theories together with the modern strategic CSR communication, it has been concluded that the sustainability vision and strategic CSR engaged and communicated to the stakeholders through Peab’s industrial network have process kind of nature.  Even though sustainability vision helps Peab to remain successful and competitive in the long run their performance in the industrial network depends highly on close cooperation with the stakeholders. Close interaction and committed relations with partners is one of the ways of handling sustainability aspects in the construction industry.

Studiens syfte var att synliggöra och analysera hur företag som av konsumenter uppfattas som hållbara kommunicerar kring hållbarhet på sina hemsidor. En ökad förståelse inom området för CSR-kommunikation kan dels bidra till akademisk kunskap, men också ligga till grund för mer normativa modeller som kan skapa praktiska fördelar för företag. Internet har utvecklats till en av de mest betydande kommunikationskanalerna inom CSR. Hemsidor är ett dynamiskt medium för kommunikation som erbjuder både flexibilitet och enkel uppdatering.För genomförandet av studien har vi använt oss av två analysmodeller för att tolka budskap, en diskursanalys och en bildanalys. Tidigare studier om CSR-kommunikation har studerat text, men språket är inte det enda att ta hänsyn till vid tolkning av budskap, bilder och illustrationer har också en central roll. Genom att använda två analysmodeller kunde vi stu-dera företagens CSR-budskap. Studien omfattar fem företag som representerar olika branscher och begränsas till företagens hemsidor. Företagen som ingår i studien uppfattas som bransch-bäst inom hållbarhet av konsumenter.Resultatet visade att CSR-kommunikation på hemsidor är adresserad till konsumenter, vilket är rimligt. Det vi fann särskilt intressant var hur den är det. Kommunikationen har en inklu-derande diskurs där konsumenten tas in i kontexten och blir en del av helheten. Tidigare var det företagen som stod i kontext, nu är det ”vi”, i.e. företag och konsumenter tillsammans. Studien har bidragit med ett nytt akademiskt fokus som problematiserar hur företagens ansvar har gått till att bli konsumenters och företags gemensamma ansvar. / The purpose of this study is to visualize and analyze how companies perceived as sustainable by consumers communicate sustainability on their websites. The study will contribute to increased academic knowledge in the field of CSR communication, to business economic theory of sustainability. Internet has become one of the most significant communication channels within CSR and websites are a dynamic medium of communication that offers both flexibility and easy update.Previous studies of CSR communication have either studied text or image. Language is not the only thing to consider when interpreting messages, images and illustrations also have a central role. CSR messages from five companies in different industries have been analysed with the help of two analytical models. The companies were chosen based on their high sustainability ranking among consumers.The results showed that CSR communication on websites addressed to consumers, which is reasonable. What we found particularly interesting was that the communication has an inclu-sive discourse in which the consumer is taken into context. Earlier the companies was in context, now it is "we" i.e. businesses and consumers together. The study has contributed a new academic focus that problematize how corporate responsibility has passed to become consumers and companies joint responsibility.This thesis is written in Swedish.