Формирование экологического имиджа крупной компании с использованием digital-инструментов (на примере сети гипермаркетов "Лента")

Translated title of the contribution: ORGANIZATION OF THE ECOLOGICAL IMAGE OF A LARGE COMPANY USING DIGITAL TOOLS (ON THE EXAMPLE OF THE LENTA HYPERMARKET CHAIN)

Диана Арцруновна Багдасарян, Анна Валентиновна Пряхина

Research output: Chapter in Book/Report/Conference proceedingArticle in an anthologyResearchpeer-review

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Abstract

The article examines the theoretical issues of creating an ecological image, its relationship with ecological management and the ecological management system, as well as the description of its principles. At the beginning, we define the concepts of “image”, “environmental image” (which is narrower than the previous one), “environmental management”, “greenwashing”, and explain the relationship between them. Attention is also paid to the principles of the environmental management system (EMS), which is usually based on legal requirements. We study the ways of forming an environmental image among large retail companies in the crisis period associated with coronavirus infection, using such digital communication tools as: broadcasts, social media, podcasts, working with the site and e-mail mailing list, messengers, interaction with the media. It is especially emphasized that the tools will be ineffective if the company does not follow the principles of the environmental management system, since if fraud is detected, a negative image will be formed. The same result will lead to the distribution of conditionally untrue information. These tools allow you to significantly save your budget in a crisis situation in the world. The study not only the examples of such tools, but also suggests ways to use them at present with detailed descriptions of tools to form the image of the Lenta hypermarket chain. Criteria, methods, and metrics were proposed to evaluate the effectiveness of the PR tools that were described.
Translated title of the contributionORGANIZATION OF THE ECOLOGICAL IMAGE OF A LARGE COMPANY USING DIGITAL TOOLS (ON THE EXAMPLE OF THE LENTA HYPERMARKET CHAIN)
Original languageRussian
Title of host publicationМедиатехнологии в условиях изменяющегося мира: тренды, проблемы, прогнозы
Subtitle of host publicationсборник трудов
Place of Publication Ставрополь
PublisherСеверо-Кавказский федеральный университет
Pages95-99
ISBN (Print)978-5-9296-1102-5
StatePublished - 2020
Externally publishedYes

Keywords

  • ecology
  • ecological image
  • social responsibility
  • PR tools
  • retail
  • business

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