Sustainable retail and communication: an analysis of the communication patterns in large retail companies of the State of São Paulo

Abstract

This study identified ways in which the communication process supports sustainability practices at retailers large companies in the State of São Paulo. The Brazilian retail sector is undergoing intense changes with regard to the understanding and incorporation of sustainability in managing their business. In this sense, the present study evaluated the behavior twelve large retailers through a matrix analysis based on the Collaboration Continuum of Austin (2001) Paradigms and Communication Grunig (1992) companies.