Strategic Framing of Sustainability Communication: Evaluating the Impact on Corporate Reputation

Sustainability communication has become a central component of corporate reputation management as businesses respond to rising consumer expectations regarding environmental and social responsibility. While prior research has examined the role of sustainability messages, there remains limited empirical evidence on how different framing strategies influence consumer perceptions. This study investigates the impact of message framing in sustainability campaigns, focusing on three key dimensions: proactive versus reactive, qualitative versus quantitative, and social versus environmental focus. Drawing on survey data from 303 Italian consumers, we conduct a quantitative analysis to assess the perceived effectiveness of various sustainability messages. Findings indicate that proactive framing and a social rather than individual focus significantly enhance perceived campaign effectiveness, while the distinction between qualitative and quantitative frames appears less relevant. These insights contribute to research on sustainability communication and provide actionable recommendations for companies seeking to foster consumer trust and enhance corporate reputation through effective message framing.