... and visual, as several standards have emerged (Lock and Seele, 2017). This increasing degree of complexity has challenged organizations in finding the optimal solution to manage the flood of information, leading to a broader “visual turn” in CSR communication (Lock and Araujo, 2020). CSR contents...

... The paper provides two cases of the use of CSR communication as a marketing mechanism to position an entity as environmentally friendly. In both instances, the messages were declared illegal and had to be removed. The PZB model of service and the co‐orientation model are used to illustrate the principles...