Media Coverage of Carbon Neutral Organizations in Costa Rica: Environmental Sustainability Practices and Consumer Recognition
Cobertura mediática de organizaciones carbono neutro en Costa Rica: prácticas de sostenibilidad ambiental y reconocimiento del consumidor
Cobertura midiática das organizações carbono neutro na Costa Rica: práticas de sustentabilidade ambiental e reconhecimento do consumidor
DOI:
https://doi.org/10.15446/innovar.v33n88.106254Palabras clave:
Media coverage, public recognition, green image, sustainability, management (en)cobertura midiática, reconhecimento público, imagem verde, sustentabilidade, gestão (pt)
cobertura mediática, reconocimiento público, imagen verde, sostenibilidad, gestión (es)
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This paper studies the visibility, environmental sustainability practices, and public recognition of Costa Rican organizations participating in the Carbon Neutrality (cn) Program. Through a review of Costa Rican online newspapers, we conclude that the three main actions performed by cn firms are the offsetting of carbon emissions, the replacement of polluting inputs by cleaner substitutes, and employees’ training. The main benefits perceived by these firms include reducing production costs, improving the organizations’ image, and achieving market differentiation. In addition, by using non-parametric statistic procedures, we conclude that “highly cited organizations” tend to achieve the cn certification earlier and have a larger number of environmental certifications than “scarcely cited organizations.” By analyzing newspaper coverage data in conjunction with a consumer recognition survey, we determined that “recognized organizations” tend to be the oldest, the largest, and the most cited in the press. In addition, “recognized entities” also tend to obtain the cn certification sooner than unrecognized entities, which means that there is a reward in terms of public recognition for companies that took the risk of being innovative in reducing their carbon footprint.
Este artículo analiza la visibilidad, las prácticas de sostenibilidad ambiental y el reconocimiento público de las organizaciones que participan en el Programa País Carbono Neutralidad (cn) del gobierno de Costa Rica. Mediante una revisión de periódicos digitales locales, se concluye que las tres principales acciones de las empresas carbono neutro son la compensación de emisiones de carbono, la sustitución de insumos contaminantes por productos más limpios y la capacitación de sus colaboradores. Los principales beneficios percibidos por estas empresas incluyen una reducción en sus costos de producción, una mejor imagen corporativa y su diferenciación en el mercado. Adicionalmente, al aplicar procedimientos estadísticos no paramétricos, concluimos que las “organizaciones altamente citadas” tienden a lograr la certificación de cn de manera temprana y cuentan con un mayor número de certificaciones ambientales que las “organizaciones escasamente citadas”. El análisis de información disponible en medios escritos digitales junto con una encuesta de reconocimiento por parte del consumidor permite determinar que las “organizaciones reconocidas” tienden a ser las más antiguas, de mayor tamaño y las más citadas en la prensa. Así mismo, las “entidades reconocidas” también suelen obtener la certificación de cn antes que aquellas no reconocidas, lo que significa que existe una recompensa en términos de reconocimiento público para las organizaciones que se atrevieron a incorporar prácticas innovadoras para la reducción de su huella de carbono.
Neste artigo, são estudados a visibilidade, as práticas de sustentabilidade ambiental e o reconhecimento público das organizações participantes do Programa Carbono Neutro (CN) na Costa Rica. Por meio de uma análise dos jornais costarriquenhos on-line, concluímos que as três principais ações realizadas pelas empresas CN são a compensação das emissões de carbono, a substituição de insumos poluentes por opções mais limpas e o treinamento de funcionários. Os principais benefícios observados por essas empresas incluem a redução dos custos de produção, uma melhoria da imagem das organizações e o alcance de diferenciação no mercado. Além disso, ao usarmos procedimentos estatísticos não paramétricos, concluímos que “organizações frequentemente citadas” tendem a alcançar a certificação CN mais rapidamente e têm um maior número de certificações ambientais do que as “organizações pouco citadas”. Ao analisarmos os dados de cobertura jornalística juntamente com uma pesquisa de reconhecimento do consumidor, determinamos que as “organizações reconhecidas” tendem a ser as mais antigas, as maiores e as mais citadas na imprensa. Ainda, as “entidades reconhecidas” também tendem a obter a certificação CN antes que as entidades não reconhecidas, o que significa que há uma recompensa em termos de reconhecimento público para as empresas que assumiram o risco de serem inovadoras na redução de suas pegadas de carbono.
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1. Francisco J. André, Jorge A. Valenciano-Salazar. (2022). Voluntary carbon neutral programs. Adoption and firms’ strategies. Journal of Cleaner Production, 381, p.135191. https://doi.org/10.1016/j.jclepro.2022.135191.
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