CSR communication in the outdoor sports industry: a content analysis of CSR disclosures by seven international corporate brands Online publication date: Mon, 10-Jan-2022
by Aurélien François; Benjamin Harant; Natacha Heutte
International Journal of Sport Management and Marketing (IJSMM), Vol. 21, No. 5/6, 2021
Abstract: This article investigates how CSR and sustainability are communicated in the outdoor sports industry by seven brands (Rip Curl, Millet, Burton, Vans, Salomon, Patagonia, Decathlon). The data were collected from company's official website and annual CSR/sustainability reports. Content analysis was performed to categorise these data into the seven CSR categories of the ISO 26000 standard by counting the number of times a category was referred to. At the sample level, our findings show the prevalence of environmental issues on the other categories. At the brand level, results are more contrasted in three cases where the environment is not significantly the most communicated category. From a practical perspective, this article offers insight into CSR communication as a new line of research by providing new perspectives on the under-studied outdoor sports industry. It also encourages practitioners to reflect on how well align their CSR communication with their practices.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook