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Communicating environmental management certification: Signaling without signals?
Author(s) -
HerasSaizarbitoria Iñaki,
Boiral Olivier,
Allur Erlantz,
García María
Publication year - 2020
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.2374
Subject(s) - certification , business , audit , public relations , hospitality industry , marketing , corporate social responsibility , work (physics) , accounting , environmental resource management , management , tourism , engineering , economics , political science , mechanical engineering , law
This article analyzes how organizations communicate their voluntary environmental management certification. Previous research suggests that firms use certification to signal and to create a better public image as one of their main objectives in adopting environmental management standards. How organizations communicate their certification to their stakeholders has not been fully researched. To fill this gap, this work focuses on the hospitality industry, one of the most relevant sectors for environmental certification, and Eco‐Management and Audit Scheme, one of the most demanding certification schemes. On the basis of the analysis of the communication practices of 201 certified European hotels and 37 interviews with managers from certified hotels, the findings are surprising. The great majority of organizations included in the study engage in no significant communication activity. The results cast doubt in the idea that improving corporate image is one of the main drivers to adopt third‐party voluntary certification.