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The Economics of Chocolate$
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Mara P. Squicciarini and Johan Swinnen

Print publication date: 2016

Print ISBN-13: 9780198726449

Published to Oxford Scholarship Online: March 2016

DOI: 10.1093/acprof:oso/9780198726449.001.0001

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Chocolate Brands’ Communication of CSR in Germany

Chocolate Brands’ Communication of CSR in Germany

(p.247) 14 Chocolate Brands’ Communication of CSR in Germany
The Economics of Chocolate

Nina Langen

Monika Hartmann

Oxford University Press

Adequate communication of a firm’s responsible conduct to diverse stakeholders is essential for a company to reap the full benefits of its CSR activities. After the categorization of various communication tools companies can use to signal their CSR involvement, an analysis of the extent and types of CSR communication in the German chocolate sector via labels on products and via information provided on a firm’s websites is presented. The most significant result is that that communication of CSR in the German chocolate sector is very diverse: it differs highly between different retail store types as well as between different communication channels. For example, the CSR communication on websites is much more extensive than that found on product packages.

Keywords:   CSR communication, German chocolate sector, online communication, on-product communication

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