Integration of Climate Change Content in Marketing Communication of Retail Companies in Latvia

Activity: Talk or presentation typesOral presentation


Presentation at side event: "Fostering action with narratives: Communicating about climate change and energy transition in politics, business, media and society"

To prevent the average annual increase in temperature, the European Green Deal states that the EU must achieve climate neutrality by 2050, so the businesses in Europe need to adapt to the new regulations and the public must be informed about their shopping decisions. Thus, retailers can become a communication link between manufacturers and consumers.
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.. To achieve the aim of the study, marketing communication in the websites of the five most valuable retail companies in Latvia (according to “Latvia`s Most Valuable Enterprises TOP 101”) was researched. Monographic, secondary data analysis, discursive analysis with the principle of theoretical coding, qualitative research methods of the focus group discussions, and expert interviews were used.. 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 mentioning CCh. Moreover, they invite consumers to be more environmentally friendly by telling the new initiatives they have been implementing in their business model. A narrative – Latvian business environment transforms, and entrepreneurs have already become or aim to become environmentally responsible in the nearest future – was observed. . Retail companies in Latvia are recommended to develop a long-term integrated marketing communication strategy, adapting the content to the target audience and use suitable marketing communication channels, considering that one of the marketing communication channels in retail is a store. It is recommended to create content about environmentally friendly packaging and recommendations on green lifestyle.
Period30 Mar 2023
Event titleRSU Research week 2023: PLACES
Event typeConference
Conference number3
OrganiserRīga Stradiņš University
LocationRīga, LatviaShow on map
Degree of RecognitionInternational


  • Climate change
  • marketing communication

Field of Science

  • 5.2 Economy and Business