Climate Change Narrative in Latvia: Marketing Communication Evaluation in Retail Sector

Activity: Talk or presentation typesPoster presentation


Participation with poster presentation at 2nd International Conference - Strategies toward Green Deal Implementation (ICGreenDeal2021)
Abstract: the European Green Deal is the European Union’s latest expression of its ambition to become a world leader in addressing climate change. Adaptation to climate change (CCh) is key priority of the European Union (EU), exemplified by EU’s efforts to become “the first climate-neutral continent” in the world by 2050. The focus of the research is set on the stories or “narratives” about CCh that are produced and reproduced in Latvia, as they more adequately than facts attach meaning to events and embody the perception of the problem in time (past, present and future), which encourages (or discourages) certain set of activities. This study seeks to examine climate change narrative integration in retail companies’ marketing communication in Latvia, to research the context of climate change narrative in retail companies’ public communication. Overall, this study illuminates that retail companies in Latvia do communicate about processes related to climate change – mostly they use such terminology as “environment friendly”, “CO2 emissions” and “sustainability” thus creating a narrative. It has been observed that retail companies use simple language and avoid to mention CCh as a whole. Moreover, they invite consumers to be more environmentally friendly by telling the new initiatives they have been implementing in their business model.
Period8 Dec 202110 Dec 2021
Event title2nd International Conference "Strategies toward Green Deal Implementation: Water, Raw Materials & Energy"
Event typeConference
Conference number2
LocationPolandShow on map
Degree of RecognitionInternational


  • Climate change
  • marketing communication
  • strategic narrative
  • retail sector

Field of Science

  • 5.2 Economy and Business