Stakeholder engagement-dialogue is proposed as a method of responding to the sustainable energy challenges facing South Africa. Establishing the renewable energy sector requires constructive engagement including consumers, energy suppliers, regulators and government. The purpose of this research is an attempt to gain a deeper understanding of the stakeholder engagement process - specifically dialogue - being used by government to establish the renewable energy sector. It evaluates the effectiveness of the current dialogue and the role this dialogue can play in establishing the renewable energy sector. Initially, the study analyses the dialogue contained in fifty public domain internet articles on renewable energy. This data is validated by face-to-face interviews with nine stakeholders. The analysis focuses on comparing the dialogue against an acceptable dialogue framework. Evidence from both sets of data suggests that the dialogue, although inclusive and open, lacks tolerance, empowerment and transparency. The study further found that effective dialogue should contain clarity, policies and trust. Moreover, findings from the research indicate that stakeholder dialogue can play a vital role in establishing the renewable energy sector but this dialogue needs to be with relevant stakeholders. This research adds to the existing literature in dialogue in that it proposes three additional dimensions for effective dialogue. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Summary in English and Afrikaans / CSR has become a priority for many key businesses, particularly in light of codes of practice such as the 2009, The King Report on Corporate Governance for South Africa 2009 (often referred to as King III Report). Effective CSR is dependent on efficient communication between and with stakeholders and businesses, yet the quality of these communications is seldom evaluated. While the literature emphasises the importance of stakeholder engagement, little attention is given to the communication processes used during stakeholder engagement. This study asserts that Integrated Communication (IC) offers a multi-pronged approach for engaging with an organisations’ diverse stakeholders and, when incorporated holistically, aligns CSR throughout an organisation. This study uses a framework drawn from IC theory as a means of analysing the efficiency of stakeholder engagement within Anglo American South Africa (AASA), a company explicitly dedicated to CSR. A single embedded case study research design is employed, including a review of main CSR documents used by AASA, interviews with key communications staff, as well as a focus group on site with key staff members. The research revealed that although AASA is in many ways doing a laudable job in terms of stakeholder engagement, there are key points at which their efforts break down. This is due, in most part; firstly to a lack of integrated awareness throughout the broader business of what constitutes its stated CSR agenda; and secondly to a lack of executive power within the communications department of the business. It is suggested that by following the proposed IC framework, and investing key communications personnel with executive power rather than merely supportive responsibility, the effectiveness of AASA’s stakeholder engagement would be improved. This would improve the likelihood of an effective strategic CSR’s success, and be of value to the organisation. / Korporatiewe Maatskaplike Verantwoordelikheid (KMV) het 'n prioriteit geword vir baie belangrike besighede, veral in die lig van gedragskodes soos die 2009 derde King verslag oor korporatiewe bestuur. Effektiewe KMV is afhanklik van doeltreffende kommunikasie tussen en met belanghebbendes en besighede, maar die gehalte van hierdie kommunikasie is selde geëvalueer. Terwyl die literatuur beklemtoon die belangrikheid van die betrokkenheid van belanghebbendes, is min aandag gegee aan die kommunikasie- prosesse wat gebruik word tydens die betrokkenheid van belanghebbendes. Hierdie studie voer aan dat Geïntegreerde Kommunikasie (GK) 'n multi-ledige benadering bied vir die aangaan met organisasies se diverse belanghebbendes en, wanneer holisties opgeneem, lyn 'n organisasie deurgaans in met KMV. Hierdie studie maak gebruik van 'n raamwerk wat uit GK teorie as 'n middel van die ontleding van die doeltreffendheid wat met belanghebbendes binne Anglo American Suid-Afrika (AASA) uitvloei, 'n maatskappy uitdruklik gewy aan KMV. 'n Enkele navorste gevallestudie is gebruik, insluitend 'n oorsig van die belangrikste KMV dokumente, onderhoude met sleutel kommunikasie personeel sowel as 'n fokusgroep met belangrike personeel op die terrein. Die navorsing toon dat alhoewel AASA is in baie maniere om 'n lofwaardige werk in terme van die betrokkenheid van belanghebbendes handhaaf, is daar belangrike punte waarop hul pogings kort kom. Dit is te danke oorsaaklik; eerstens 'n gebrek aan geïntegreerde bewustheid regdeur die breër organisasie wat sy verklaarde KMV agenda uitmaak, en tweedens 'n gebrek van die uitvoerende gesag in die kommunikasie-afdeling van die besigheid. Daar word voorgestel dat die voorgestelde GK raamwerk kruis organisatoriese bewustheid van AASA se KMV agenda sou bevorder, en die organisasie dwing om belangrike kommunikasie personeel te belê met uitvoerende gesag eerder as bloot ondersteunende verantwoordelikheid. Dit sal op sy beurt die doeltreffendheid van AASA se betrokkenheid verseker. Die waarskynlikheid van strategiese KMV se sukses te verbeter, en van waarde wees vir die organisasie as geheel. / Communication Science / M.A. (Communication)

This thesis explores the potential and practicality of incorporating multi-stakeholder participation into the legal and institutional frameworks for managing Nigeria’s oil and gas. Despite the natural resource wealth embedded in the Niger Delta, her people suffer greatly from social, economic and infrastructural underdevelopment and this thesis argues that failure to respect the right of the Niger Delta communities to participate in Nigeria’s oil and gas management and in developmental projects that affect their lives is the foundation of the resource curse besetting the region. As a solution to the resource curse problem of the Niger Delta and in response to the incessant conflicts, environmental degradation, social, economic and infrastructural underdevelopment and military injustice perpetrated in the region, this thesis promotes the enforcement of the right to participation of the Niger Delta peoples through the incorporation of the United Nations promoted Multi-Stakeholder Dialogue Approach (MSDA) and this argument is based on the Participatory Development Theory (PDT). The thesis proposes legal and institutional frameworks to ensure the effective incorporation of the MSDA into Nigeria’s oil and gas regime. Other than the human rights basis for promoting the participatory development of the Niger Delta peoples, the thesis examines the business case for participatory development as an incentive to encourage oil and gas companies operating in the Niger Delta to inculcate the values of the MSDA. This thesis establishes that incorporating the MSDA into Nigeria’s oil and gas legal and institutional regime in furtherance of the participatory development of the Niger Delta communities will promote environmental sustainability, peaceful coexistence, better informed decision making processes and economic and social sustainability among others. Though there are other rights infringement issues that bear on the development of the Niger Delta communities, it is anticipated that recognition of the Niger Delta peoples as stakeholders and their effective participation in Nigeria’s oil and gas management will give them a voice and opportunity to significantly address other human rights issues and to hold other stakeholders accountable.

The dynamic information context is challenging school communities to calibrate their ways of understanding information literacy. However empirical research reports a lack of shared understanding and vision around information literacy that is negatively impacting its development. The solution it is argued is to increase the level of multi stakeholder dialogue about the information literacy phenomenon. The purpose of this study was to create a platform for dialogue within an international school community by identifying and comparing conceptions of information literacy across multiple stakeholder groups to proactively inform information literacy practice. Working within the qualitative paradigm and invoking a phenomenographic methodological approach the research drew from a trans-disciplinary theoretical background in the information, management and education sciences. Using recorded focus group discussions stakeholders including students, parents, teachers, library staff, IT personnel, administration and leadership shared their perceptions of the information context as a stepping stone to sharing their conceptions of information literacy. The findings show that stakeholder groups perceived the information context to be characterised by environmental, social human and affective dimensions; that stakeholders did not hold one singular conception of information literacy but rather they shared a series of conceptions of information literacy to varying degrees, and that the variation in the ways information literacy was conceptualised prevailed across three continuums namely the individual-collective, affective-cognitive and competency–personal mastery continuums. Furthermore, the comparative analysis of the series of conceptions of information literacy created the opportunity to develop a model of the common ground of conceptual understanding of information literacy thereby making an original contribution to knowledge. The study provides compelling insights for information literacy practitioners recommending that a shared conceptual understanding of information literacy requires accommodating its complex socio-contextual nature and anchoring that understanding in the philosophical, pedagogical and strategic thinking of the learning community.

<p>Introduction and research question:  This study investigates the widely discussed notion “Corporate Social Responsibility” and its practice in the tourism industry. In the contemporary society more companies are realizing the significance of Corporate Social Responsibility (CSR) and its potential as a means of differentiation.  The author’s interest in this particular phenomenon was awakened after reading about the business case of Scandic Hotels. This is a company that nowadays is referred to as “Scandinavia’s leading hotel chain”. However, in the early 90’s the company was facing bankruptcy. Hence, a new strategy based on responsibility towards the environment was developed and later on executed. These facts led the author to question how can and as of today are CSR implemented in the tourism industry. Consequently the research question for this thesis is: how is CSR implemented in the tourism industry?</p><p>Purpose: This study aims to explore the CSR operations of two hotel chains.</p><p>Delimitation: In order to present a study with greater depth and obtain a deeper understanding of the implementation of CSR, the study is therefore limited to two hotel chains.</p><p>Method: The results of this study have been derived through the use of a qualitative method referred to as “grounded theory”.  Unstructured interviews with employees from the different hotel chains have been conducted in order to collect vital data and answer the research question as successful as possible. In order to develop a theoretical analytical framework the author has studied various scientific articles and other appropriate literature in the subject.</p><p>Empirical data and conclusion: The study clarifies how CSR in this particular context is implemented strategically, both locally and globally. The hotel chains perceive CSR as an approach of enhancing their corporate reputation and thus its profitability. Due to these beliefs, CSR is implemented as a tool in e.g. the development of new services and/or modifications of services.  However, it is also revealed that acting responsible to employees is a precondition in order to successfully and legitimately practise CSR. In order for the CSR activities to be successfully implemented, the study also concludes the significance of leadership and employee knowledge and engagement. Ideas for further research involve investigating how organisational structures affect the implementation of CSR. Moreover, another proposition involves investigating how CSR is implemented as a competitive tool in customer sales interactions.</p>

Introduction and research question:  This study investigates the widely discussed notion “Corporate Social Responsibility” and its practice in the tourism industry. In the contemporary society more companies are realizing the significance of Corporate Social Responsibility (CSR) and its potential as a means of differentiation.  The author’s interest in this particular phenomenon was awakened after reading about the business case of Scandic Hotels. This is a company that nowadays is referred to as “Scandinavia’s leading hotel chain”. However, in the early 90’s the company was facing bankruptcy. Hence, a new strategy based on responsibility towards the environment was developed and later on executed. These facts led the author to question how can and as of today are CSR implemented in the tourism industry. Consequently the research question for this thesis is: how is CSR implemented in the tourism industry? Purpose: This study aims to explore the CSR operations of two hotel chains. Delimitation: In order to present a study with greater depth and obtain a deeper understanding of the implementation of CSR, the study is therefore limited to two hotel chains. Method: The results of this study have been derived through the use of a qualitative method referred to as “grounded theory”.  Unstructured interviews with employees from the different hotel chains have been conducted in order to collect vital data and answer the research question as successful as possible. In order to develop a theoretical analytical framework the author has studied various scientific articles and other appropriate literature in the subject. Empirical data and conclusion: The study clarifies how CSR in this particular context is implemented strategically, both locally and globally. The hotel chains perceive CSR as an approach of enhancing their corporate reputation and thus its profitability. Due to these beliefs, CSR is implemented as a tool in e.g. the development of new services and/or modifications of services.  However, it is also revealed that acting responsible to employees is a precondition in order to successfully and legitimately practise CSR. In order for the CSR activities to be successfully implemented, the study also concludes the significance of leadership and employee knowledge and engagement. Ideas for further research involve investigating how organisational structures affect the implementation of CSR. Moreover, another proposition involves investigating how CSR is implemented as a competitive tool in customer sales interactions.

The Sub-Saharan African country of Ghana is growing at a rapid pace. The construction industry is striving to keep up with the increasing demand for housing and commercial and industrial space while simultaneously protecting the physical environment and social well-being of the country – a challenge becoming known in the industry as ‘sustainable construction.’ This paper proposes a strategic approach to manage these twin challenges, consisting of two parts: a building rating system and a participatory method called multi-stakeholder dialogue. The combination rating system and MSD process was presented to the industry to determine its potential effectiveness in assisting the industry to move towards sustainability. The industry’s response indicates that the proposal could be of value to the industry, with certain noted limitations. This paper describes the rating system-MSD proposal, the industry’s response, and implications for the construction industry in Ghana moving forward

<p>Att ta ett större ansvar inom miljömässiga, ekonomiska och sociala frågor blir en allt viktigare punkt på många företags agendor, och en allt betydelsefullare aspekt för konsumenter att ta hänsyn till när de överväger köp av produkter eller tjänster. Företagsansvar, internationellt benämnt som corporate social responsibility eller CSR, har också fått ett genombrott bland myndigheter och andra officiella organ såsom FN och EU, som jobbar för att underlätta för företag genom olika riktlinjer och redovisnings­standarder för CSR. Fristående intresseorganisationer har också en viktig del i CSR-frågan, både som samarbetspartner och som granskare. Många av företagens intressenter är intresserade just av statistik och resultat, men hur kommunicerar ett konsumentföretag till sina kunder att de satsar på CSR-frågor? Hur kan företag använda av olika typer av strategier, kanaler och budskap för att stärka sitt varumärke och nå ut med sitt ansvarstagande? Trots att arbetet med CSR ofta föregås av noggranna strategiska överväganden och diskussioner om hur CSR påverkar varumärket, är det inte alla företag som har en tydlig plan för hur de ska kommunicera CSR mot konsumenter.</p><p>Denna uppsats syftar till att undersöka hur kommunikationen kring företags CSR-arbete sker, ser ut och uppfattas hos den intressentgrupp som företagets produkter eller tjänster riktar sig mot ­– konsu­menterna. I en form av nulägesanalys har fallstudier utförts på två svenska konsumentföretag, Arla och Löfbergs Lila, som båda har inledda CSR-åtaganden och har certifierade produkter i sitt sortiment. I fallstudierna ingick djupintervjuer med företagens CSR-ansvariga, kvalitativa innehålls­analyser av deras marknadsföringsmaterial och en enkätundersökning om konsumenternas kännedom och agerande inom området samt deras uppfattning av fallstudieföretagens ansvarstagande. Kopplat till en referens­ram innehållandes teorier om CSR som begrepp, CSR i dagens samhälle och hur CSR-orienterad kommunikation kan ske har frågor och modeller för dessa metoder tagits fram och analyserats.</p><p>Analysen visar på att inget av företagen ännu har en tydlig strategi för sin CSR-kommunikation. Företagen har implementerat CSR-arbetet väl internt inom företaget, men kommunicerar bara i liten utsträckning externt mot konsumenter. Det finns en svårighet i att involvera konsumenter i CSR-frågan och låta denna dialog influera och ingå i CSR-kommunika­tionen. Båda företagen ger tillgång till mycket information kring sitt ansvarstagande via sina webbsidor, men webbsidornas information tycks inte nå fram till konsumenterna då de inte är en välintegrerad del av marknadsföringen. Primärt knyts CSR-värden till företagens pro­dukter, och konsumenter relaterar företagens ansvarstagande med deras certifierade produkter framför­allt. Företagen använder sig av olika typer av kommunikations­budskap, vilka i Arlas fall är för vaga och visionsfokuserade, och i Löfbergs Lilas fall har svårt att väcka känslor för varumärket och ansvarstagandet. Konsumenterna visar på ett intresse för att agera i ansvars­frågor samt en viss kunskap inom området, men när det kommer till hur de uppfattar företagens ansvars­tagande finns det en stor osäkerhet och låg kännedom om vad företagen faktiskt gör inom CSR-området. En stor del av respondenterna har inte fått reda på någon information om hur företagen tar ansvar, och det är ännu inte många bland konsumenterna som aktivt söker upp information eller deltar i en dialog med företagen.</p> / <p>To take greater responsibility in environmental, economic and social issues is an increasingly important item on many companies' agendas, and an increasingly important aspect for consumers to take into account when considering purchase of a product or a service. This field, internationally called corporate social responsibility or CSR, has also made a breakthrough among authorities and other official orga­nizations such as the UN and the EU, which are facilitating for companies engaging in CSR by provi­ding various guidelines and accounting standards for CSR. Non-governmental organizations are also an important part of the CSR issue, both as partners and as reviewers. Many of the companies' stakehol­ders are interested in statistics and results, but how do consumer businesses communicate to their customers that they are investing in CSR issues? How can companies use different kinds of strategies, channels and messages to strengthen their brand and make the public notice their responsibility? Although the work with CSR is often preceded by careful strategic considerations and discussions about how CSR affects the brand, not all companies have a clear plan how to communicate CSR to consumers.</p><p>This thesis paper aims to examine how information concerning the companies' CSR initiatives is communicated, designed and perceived by the stakeholder group which the products or services are made for – the consumers. In the form of a situation analysis, case studies have been conducted on two Swedish consumer companies, Arla and Löfbergs Lila, both of which have initiated CSR commitments and have certified products in their range. The case studies included interviews with corporate CSR managers, qualitative content analysis of the companies' marketing materials and a survey of consumer knowledge and behavior in CSR issues as well as of the customers' view of the case study companies' responsibility. Linked to a theoretical framework including theories of CSR as a concept, CSR in today's society and how CSR-oriented communication can be designed, the issues and models for these methods have been developed and analyzed.</p><p>The analysis shows that neither of the companies have a clear strategy for their CSR communication. The companies have implemented CSR well within the organisation, but communicate only to a small extent externally. There is a difficulty in involving consumers in CSR issues and making this dialogue influence and be part of the CSR communication. Both companies provide access to much information about their responsibility through their web pages, but this information does not appear to reach consumers as the web pages are not well-integrated in the marketing. Primarily, the CSR values are connected to the companies' products, and consumers in particular relate the companies' CSR involvement to their certified products. The companies use different types of communication messages, which in Arla's case are too vague and vision focused, and in Löfbergs Lila's case have difficulties to arouse fee­lings for the brand and the CSR issues. Consumers show an interest to act on CSR issues and have a certain knowledge in the field, but when it comes to how they perceive the companies' CSR initiatives, there is a great uncertainty and low knowledge of what companies actually do in the CSR field. A large proportion of the respondents has not found out any information about how the companies are taking responsibility, and it is at this time not many among the consumers who actively seek out information or participate in a dialogue regarding CSR issues with companies.</p>

I en hållbarhetsredovisning redovisar en organisation information om sin påverkan inom ekonomisk, miljömässig och social hållbar utveckling. Några av de inledande stegen i en redovisningsprocess är att identifiera organisationens hållbarhetsfrågor, och att bestämma frågornas prioriteringsordning för att på så sätt kunna bestämma ett väsentligt innehåll till redovisningen. De här stegen av redovisningsprocessen har varit i fokus under arbetet. En identifiering och prioritering av konsultbolaget Sweco Environments hållbarhetsfrågor har gjorts, i det övergripande syftet att lägga en grund för fortsatt arbete med hållbarhetsredovisning på Sweco och i liknande verksamheter. Mål med arbetet har varit att identifiera hållbarhetsfrågorna genom intressentdialog, och att prioritera frågorna för att kunna ge förslag till innehåll i en redovisning för bolaget. Den använda metoden för identifiering och prioritering har också utvärderats och diskuteras, bland annat genom att olika metoder jämförts. Som underlag vid val av metod och källa till mycket information användes GRI Standarder för hållbarhetsredovisning, som därmed också studerades. Det har diskuterats huruvida de här standarderna helt täcker den lag om hållbarhetsredovisning som gäller från den 1 december 2016. En slutsats är att de stämmer så väl överens att ett användande kan rekommenderas, även om standarderna inte skulle bedömas uppfylla lagkraven helt. Att redovisa enligt standarderna bedöms också vara fördelaktigt med tanke på både författare och läsare av en redovisning. Under arbetet har standarderna över lag fungerat bra som hjälpmedel, och de rekommenderas att användas av Sweco och liknande verksamheter. Intressentdialogen genomfördes genom att nio personer ur nio olika intressentgrupper intervjuades. En workshop med anställda hölls också på kontoret i Stockholm. Av de hållbarhetsfrågor som identifierades handlar de fem högst prioriterade om jämställdhet, klimat, resor, medarbetares psykiska hälsa och avfallshantering. Frågorna kan anses relevanta för hela Sweco och även konsultföretag i allmänhet, och de rekommenderas därför att diskuteras som innehåll i en kommande redovisning för Sweco. En slutsats av arbetet är att intressentdialogen passar mycket bra vid identifiering och prioritering av hållbarhetsfrågor och då en hållbarhetsredovisning ska skrivas. Den kan inte bara ge innehåll åt utan även förankra kunskap om redovisningen, både i och utanför organisationen. Intressentdialogen bör dock kompletteras med andra metoder för en mer fullständig väsentlighetsanalys. Slutligen bör hållbarhetsredovisningen knytas ordentligt till verksamhetens befintliga hållbarhetsarbete, strategi och mål, både för att få ett trovärdigt innehåll och för att kunna fungera som ett verktyg för hållbar utveckling. / In a sustainability report, an organization is informing about its economic, environmental and social impact on sustainable development. Initial steps of the reporting process are to identify topics of sustainability that are relevant for the organization in question, and to prioritize them so that a relevant content can be decided for the report. These two steps in the reporting process have been in focus during the study. The sustainability topics of the consulting company Sweco Environment have been identified and prioritized, for the overall aim of providing a basis for a continued work with sustainability reporting at the parent company Sweco and in similar organizations. The objectives were to identify topics by holding a stakeholder dialogue, and to prioritize the topics to be able to suggest content for a report of the company. The used method for identification and prioritization has also been evaluated and discussed, by comparing different methods to each other for example. The GRI Standards for sustainability reporting were extensively used, when methods were chosen and for searching information in general. Therefore, the standards were also thoroughly studied. It is discussed whether the law of sustainability reporting, which is effective from 1 December 2016, can be fully followed by using the GRI Standards. A conclusion is that they correspond to such an extent that using the standards would be favorable, even if they would not correspond entirely. Also, to report in accordance with the standards is assessed to be favorable considering the writers as well as readers of a report. The standards have worked well as a tool during the thesis work and are recommended to use for sustainability reporting by Sweco and similar enterprises. In the stakeholder dialogue, one person from each of the nine stakeholder groups head/management, sustainability coordinator, junior consultant, senior consultant, supplier, competitor, customer, none governmental organization and academy/university was interviewed. Also, a workshop was held at the office in Stockholm. Among the identified sustainability topics, the five most material were found to be equality, climate, travelling, mental health of employees and waste management. A conclusion is that the topics are relevant for Sweco and for consulting companies in general, why they could be discussed for a future sustainability report of Sweco. A conclusion from the work is that the stakeholder dialogue is a highly suitable method for identifying and prioritizing topics when writing a sustainability report. Apart from defining the report content it can be used for establishing a knowledge base about the reporting process inside and outside of the organization. However, the method should be complemented with others for a more complete materiality analysis. The semi-structured interview method that was used is also suitable in the context. Finally, the sustainability report has to be properly linked to ongoing sustainability work, strategies and goals of the organization in order to be reliable and have the possibility to work as a tool for a sustainable development.

Att ta ett större ansvar inom miljömässiga, ekonomiska och sociala frågor blir en allt viktigare punkt på många företags agendor, och en allt betydelsefullare aspekt för konsumenter att ta hänsyn till när de överväger köp av produkter eller tjänster. Företagsansvar, internationellt benämnt som corporate social responsibility eller CSR, har också fått ett genombrott bland myndigheter och andra officiella organ såsom FN och EU, som jobbar för att underlätta för företag genom olika riktlinjer och redovisnings­standarder för CSR. Fristående intresseorganisationer har också en viktig del i CSR-frågan, både som samarbetspartner och som granskare. Många av företagens intressenter är intresserade just av statistik och resultat, men hur kommunicerar ett konsumentföretag till sina kunder att de satsar på CSR-frågor? Hur kan företag använda av olika typer av strategier, kanaler och budskap för att stärka sitt varumärke och nå ut med sitt ansvarstagande? Trots att arbetet med CSR ofta föregås av noggranna strategiska överväganden och diskussioner om hur CSR påverkar varumärket, är det inte alla företag som har en tydlig plan för hur de ska kommunicera CSR mot konsumenter. Denna uppsats syftar till att undersöka hur kommunikationen kring företags CSR-arbete sker, ser ut och uppfattas hos den intressentgrupp som företagets produkter eller tjänster riktar sig mot ­– konsu­menterna. I en form av nulägesanalys har fallstudier utförts på två svenska konsumentföretag, Arla och Löfbergs Lila, som båda har inledda CSR-åtaganden och har certifierade produkter i sitt sortiment. I fallstudierna ingick djupintervjuer med företagens CSR-ansvariga, kvalitativa innehålls­analyser av deras marknadsföringsmaterial och en enkätundersökning om konsumenternas kännedom och agerande inom området samt deras uppfattning av fallstudieföretagens ansvarstagande. Kopplat till en referens­ram innehållandes teorier om CSR som begrepp, CSR i dagens samhälle och hur CSR-orienterad kommunikation kan ske har frågor och modeller för dessa metoder tagits fram och analyserats. Analysen visar på att inget av företagen ännu har en tydlig strategi för sin CSR-kommunikation. Företagen har implementerat CSR-arbetet väl internt inom företaget, men kommunicerar bara i liten utsträckning externt mot konsumenter. Det finns en svårighet i att involvera konsumenter i CSR-frågan och låta denna dialog influera och ingå i CSR-kommunika­tionen. Båda företagen ger tillgång till mycket information kring sitt ansvarstagande via sina webbsidor, men webbsidornas information tycks inte nå fram till konsumenterna då de inte är en välintegrerad del av marknadsföringen. Primärt knyts CSR-värden till företagens pro­dukter, och konsumenter relaterar företagens ansvarstagande med deras certifierade produkter framför­allt. Företagen använder sig av olika typer av kommunikations­budskap, vilka i Arlas fall är för vaga och visionsfokuserade, och i Löfbergs Lilas fall har svårt att väcka känslor för varumärket och ansvarstagandet. Konsumenterna visar på ett intresse för att agera i ansvars­frågor samt en viss kunskap inom området, men när det kommer till hur de uppfattar företagens ansvars­tagande finns det en stor osäkerhet och låg kännedom om vad företagen faktiskt gör inom CSR-området. En stor del av respondenterna har inte fått reda på någon information om hur företagen tar ansvar, och det är ännu inte många bland konsumenterna som aktivt söker upp information eller deltar i en dialog med företagen. / To take greater responsibility in environmental, economic and social issues is an increasingly important item on many companies' agendas, and an increasingly important aspect for consumers to take into account when considering purchase of a product or a service. This field, internationally called corporate social responsibility or CSR, has also made a breakthrough among authorities and other official orga­nizations such as the UN and the EU, which are facilitating for companies engaging in CSR by provi­ding various guidelines and accounting standards for CSR. Non-governmental organizations are also an important part of the CSR issue, both as partners and as reviewers. Many of the companies' stakehol­ders are interested in statistics and results, but how do consumer businesses communicate to their customers that they are investing in CSR issues? How can companies use different kinds of strategies, channels and messages to strengthen their brand and make the public notice their responsibility? Although the work with CSR is often preceded by careful strategic considerations and discussions about how CSR affects the brand, not all companies have a clear plan how to communicate CSR to consumers. This thesis paper aims to examine how information concerning the companies' CSR initiatives is communicated, designed and perceived by the stakeholder group which the products or services are made for – the consumers. In the form of a situation analysis, case studies have been conducted on two Swedish consumer companies, Arla and Löfbergs Lila, both of which have initiated CSR commitments and have certified products in their range. The case studies included interviews with corporate CSR managers, qualitative content analysis of the companies' marketing materials and a survey of consumer knowledge and behavior in CSR issues as well as of the customers' view of the case study companies' responsibility. Linked to a theoretical framework including theories of CSR as a concept, CSR in today's society and how CSR-oriented communication can be designed, the issues and models for these methods have been developed and analyzed. The analysis shows that neither of the companies have a clear strategy for their CSR communication. The companies have implemented CSR well within the organisation, but communicate only to a small extent externally. There is a difficulty in involving consumers in CSR issues and making this dialogue influence and be part of the CSR communication. Both companies provide access to much information about their responsibility through their web pages, but this information does not appear to reach consumers as the web pages are not well-integrated in the marketing. Primarily, the CSR values are connected to the companies' products, and consumers in particular relate the companies' CSR involvement to their certified products. The companies use different types of communication messages, which in Arla's case are too vague and vision focused, and in Löfbergs Lila's case have difficulties to arouse fee­lings for the brand and the CSR issues. Consumers show an interest to act on CSR issues and have a certain knowledge in the field, but when it comes to how they perceive the companies' CSR initiatives, there is a great uncertainty and low knowledge of what companies actually do in the CSR field. A large proportion of the respondents has not found out any information about how the companies are taking responsibility, and it is at this time not many among the consumers who actively seek out information or participate in a dialogue regarding CSR issues with companies.