Walk the Talk? Investigating the Performative Effect of Corporate Sustainability Communication

Reppmann, M; Maibaum, F; Edinger-Schons, L; Foege, J N

Abstract

In contrast to the common notion that corporate sustainability communication (i.e., CS talk) primarily serves as a backward-looking description of CS activities, the formative perspective acknowledges its potential to trigger CS-related organizational change (i.e., CS walk). Based on this view, we develop and empirically test a nuanced theoretical framework suggesting that, although CS talk can evoke future CS walk, too much talk can have an adverse effect, inhibiting companies from walking their talk. Furthermore, we argue and show that the performative effect of CS talk gradually unfolds within companies, initiating symbolic CS walk before evolving into substantive CS walk.