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- Title
Inclusive Measurement of Public Perception of Corporate Low-Carbon Ambitions: Analysis of Strategic Positioning for Sustainable Development Using Natural Language Processing.
- Authors
Klingenberger, Lars; Shahi, Sonam; Cam-Duc Au; Frère, Eric; Zureck, Alexander
- Abstract
Climate change remains one of the most important challenges of the 21st century, both for organizations as well as for society. While many corporates around the globe embed sustainability goals into their strategies, inclusive research on the public perceptions of the same is limited. Aiming to fill this gap, we apply an innovative natural language processing approach to determine the persuasiveness of corporate climate agendas. Based on public opinion data from various online platforms (n=5284), research is conducted to understand whether stakeholders structurally support or oppose the sustainability agendas. For this purpose, reactions and statements of users were mined, subjected to a sentiment analysis and have been examined concerning their polarity both platform-specific and cross-platform. While on the one hand the research helps company representatives to better understand the effectiveness of their proposed agenda and strategic positioning, our approach also challenges traditional ways of collecting data and measuring public opinion through interviews, questionnaires or surveys. Compared to other studies dealing with opinion research, our analysis sets new academic impulses by analyzing the very topical and demanded issue of evaluating sustainability campaigns. The study does not only provide evidence of an overall optimistic attitude towards corporate sustainability targets, but also sheds light on the polarity of public opinion and the share of perceptions. We were able to show that with an overarching average ratio of 4:1, sustainability ambitions are supported, whereby concerns on average can only be found in 1 of out 10 reactions, which contributes significant insights for steering transitioning companies as well as for the corresponding management by campaign leaders.
- Subjects
PUBLIC opinion; SUSTAINABLE development; NATURAL language processing; CLIMATE change; CORPORATE environmentalism
- Publication
International Journal of Sustainable Development & Planning, 2022, Vol 17, Issue 1, p259
- ISSN
1743-7601
- Publication type
Article
- DOI
10.18280/ijsdp.170126