PurposeWhile the segmentation approach has been frequently employed to explore individuals' environment-friendly behaviors, the investigation of environmental corporate social responsibility (CSR) communication by using such a method is limited. Given that the importance of the role of public segmentation is well documented in both public relations and environmental management literatures, the present study attempts to fill the gap by exploring whether consumers can be segmented on the basis of attitudinal factors, and, if so, how this segmentation informs communication efforts aimed at promoting companies' environmental CSR programs.Design/methodology/approachThis segmentation approach is examined based on a survey of 470 participants. Results of a k-means cluster analysis identified three subgroups: active publics, aware publics and latent publics.FindingsSurvey results provide empirical support evidence on how different public segmentation approaches can be used to predict individual communication behaviors on environmental CSR issues. Segmentation approach that considered individuals' attitudes on environmental issues and their perceptions on company environmental CSR practices helps identify three subgroups. Significant differences regarding communicative action and supporting behaviors among the three groups are identified and discussed.Originality/valueThis study provides key insights about public segmentation and different publics' communicative action, and supportive behaviors provide direction for future research investigations that will strengthen theoretical arguments and best practices in public relations.
Purpose
The purpose of this paper is to apply communication theory to explore and help explain public support for causes and organizations in the form of prosocial behaviors, including donating, volunteering and participating in advocacy efforts.
Design/methodology/approach
Through a survey of people (n=1,275) living in the USA who indicated supporting issues they cared about in 2017, this research gathered information about motivations for providing public support for various causes and non-profit organizations.
Findings
The situational theory of problem solving (STOPS) was applied, and support was found for the STOPS model in terms of predicting communicative action. This study also found support for situational activeness influencing other behaviors, including active forms of communication, financial support, volunteer support and other forms of advocacy. Implications for practitioners managing communications or organizations involved in such efforts are discussed.
Originality/value
This research applied STOPS to study behaviors, including communication, volunteering, donating and participating in advocacy efforts as forms of prosocial behavior supporting different organizations related to many important issues. The paper provides theoretical value in terms of adding to the generalizability of the STOPS model for communications scholars and discusses practical implications for non-profit and other types of organizations.
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