Action, Perception, Risk: A Framework for Understanding Sustainability Communication

This thesis analyzes the process through which sustainability communication occurs between organizations and stakeholders. The lack of frameworks connecting research in the sustainability and communication fields highlights the need for a cohesive modelization of the sustainability communication process. This process forms the basis of the Action, Perception, Risk (APR) model, a framework that I have created. The APR model builds on existing sustainability and communication research to provide a practical illustration of the sustainability communication process, connecting the theoretical realm with the practitioner realm through implementable recommendations. This is achieved through a literature review and a case study of the American footwear company, Allbirds. Managerial implications are discussed and recommendations for effective sustainability communication are put forward.