Encouraging pro-environmental behavior and economy initiative among women groups in Indonesia (2022)

Sustainability communication not only aims to provide a clear and persuasive understanding of sustainable development and of campaigning for its acceptance, but also to involve people in the sustainable development process and encourage them to actively take part in it. Using an empirical study of how a multinational company in Indonesia engages with women groups in sustainable development initiatives, this study provides an alternative perspective on how the corporation as well as women groups, develop sustainability communication solutions together. This study explores the corporate sustainability communication to encourage women groups toward pro-environmental behavior and circular economy initiative. Pro-environmental behavior can be defined as all possible actions aimed at avoiding harm to the environment either performed in public or private domains. Circular economy represents the integration of economic activity and environmental wellbeing in a sustainable way.