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Corporate Environmental Responsibility and Website: A Content Analysis of 2007 Fortune Global 500 Companies Websites
Unformatted Document Text:  Corporate Environmental Responsibility and Website: A Content Analysis of 2007 Fortune Global 500 Companies Websites Introduction UNEP (2007) addressed that over 20 years, environment surrounding the World has been severely degraded because of such drivers as economic activities, population growth and consumption pattern. UNEP alerted that environmental degradation is therefore undermining sustainable economic development and threatens future development progress. As a result of environmental degradation, it reported that all aspect of human beings may be threatened. As therefore environmental protection becomes critical to human being’s sustainable development, various stakeholders (e.g., customer, shareholders, and environmental groups) are becoming interested corporate environmental performance. To meet this need and moderate pressures from these stakeholders, many companies have disclosed information related to the environment in various ways such as annual environmental reports, advertisements or marketing campaigns through the Internet. Numerous studies asserted that the Internet may be the best medium for public relations in that it provides speediness, flexibility, capacity of feedback, and cost/time savings (Coomb, 1998; Hill & White, 2000, Kent & Taylor, 1998; Kent, Taylor, & White, 2003). However, studies (Capriotti & Moreno, 2007; McAllister & Taylor, 2007; Taylor, Kent, & White, 2001) pointed out that organization do not fully employ the intrinsic features of the Internet. In particular, organizational websites miss interactive features, which is an essential feature for the relationship building with the public. The main objective of this study is to analyze the level of variety and importance that corporate websites place on the information about corporate environmental responsibility and 2

Authors: Kim, Daejoong., Kang, Sinuk. and Nam, Yoonjae.
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Corporate Environmental Responsibility and Website:
A Content Analysis of 2007 Fortune Global 500 Companies Websites
Introduction
UNEP (2007) addressed that over 20 years, environment surrounding the World has been 
severely degraded because of such drivers as economic activities, population growth and 
consumption pattern. UNEP alerted that environmental degradation is therefore undermining 
sustainable economic development and threatens future development progress. As a result of 
environmental degradation, it reported that all aspect of human beings may be threatened.
As therefore environmental protection becomes critical to human being’s sustainable 
development, various stakeholders (e.g., customer, shareholders, and environmental groups) are 
becoming interested corporate environmental performance. To meet this need and moderate 
pressures from these stakeholders, many companies have disclosed information related to the 
environment in various ways such as annual environmental reports, advertisements or marketing 
campaigns through the Internet. 
Numerous studies asserted that the Internet may be the best medium for public relations 
in that it provides speediness, flexibility, capacity of feedback, and cost/time savings (Coomb, 
1998; Hill & White, 2000, Kent & Taylor, 1998; Kent, Taylor, & White, 2003). However, 
studies (Capriotti & Moreno, 2007; McAllister & Taylor, 2007; Taylor, Kent, & White, 2001) 
pointed out that organization do not fully employ the intrinsic features of the Internet. In 
particular, organizational websites miss interactive features, which is an essential feature for the 
relationship building with the public. 
The main objective of this study is to analyze the level of variety and importance that 
corporate websites place on the information about corporate environmental responsibility and 
2


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