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In January 2015, German trade and industry announced to support the national animal welfare initiative "Initiative Tierwohl" (ITW) which stands for a more sustainable and animal-friendly meat production. A web content analysis shows that the ITW initiative has been widely picked up and discussed by online media and that user comments are quite heterogeneous. The current study identifies different types of consumers through factor and cluster analysis and is based on an online survey as well as face-to-face interviews. According to our results, the identified consumer groups demonstrate a rather passive comment behaviour on the internet. In fact, the internet was hardly mentioned as an information source for meat production; consumers more frequently referred to brochures, leaflets and personal contacts with sales personnel.
Large sections of the German society are able to buy and consume meat on a daily basis due to progress in the agri-food sector. However, the way meat is produced, traded and consumed increasingly has become an issue that is controversially discussed by the media, non-governmental organisations (NGOs), lobbyists, the industry itself and consumers – often with a negative connotation. The meat industry reacts to this. By creating information campaigns and animal welfare initiatives it aims to stress that it is going to take its corporate social responsibilities (CSR) for consumers and animal welfare seriously. But, the industry’s actions are still criticised as being not sufficient to improve animal welfare levels significantly. Much of this criticism can be observed in online news portals, where articles about the issue get published and commented by readers. This makes online portals a valuable source for information that is to be tapped in this study. It aims to better understand the multifaceted discussions concerning animal welfare initiatives in online portals. By applying qualitative content analysis and web mining techniques to a sample of documents taken from three major German news sites it can be shown that online discussions refer to various aspects of sustainability and corporate social responsibility. Findings also indicate that the discussions are framed by financial aspects.
Sustainability is a key issue in current research activities and programs. In this conjunction three major functions of research have been identified: Basic research, knowledge reservoirs, and knowledge transfer. With regard to a transmission to the private sector, knowledge transfer is the most important factor. In this process, universities of applied sciences can play an important part as they typically have a long-standing experience in linking science and business in their teaching and research. Another important agent in the process of knowledge transfer are networks and clusters. Their strength lies integrating the different competencies of its partners and using them to a mutual benefit.
The International Centre for Sustainable Development (IZNE) – with a major focus on responsible business and sustainable food – takes the advantage of being part of a University of Applied Sciences (Bonn-Rhein-Sieg, BRSU), and being a member of several regional and international clusters and networks. These co-operations aim to establish and strengthen linkages between science and business, in particular by investigating research needs for business and business relevant research activities. Moreover, IZNE established and expanded regional and international co-operations of its own to get more transparency about regional and international value-added chains in the food sector and the issue of responsible business.
Purpose – The aim of the study is to investigate the implementation of corporate sustainability (CS) in the German real estate sector.
Design/methodology/approach – The authors begin by outlining the framework set by the European Union and the German Federal Government for companies wanting to be classified as sustainable. After this, the relevance of sustainability for German real estate companies is discussed. Their empirical section contains an international comparison. Finally, they present an analysis checking the implementation of CS for the main 135 German real estate companies.
Findings – The present analysis shows that German real estate companies compare well with their international counterparts, in 2012 representing 15 per cent of all real estate firms reporting on the basis of the Global Reporting Initiative. However, of the 135 companies in Germany surveyed, only a small proportion classify themselves as CS and CSR (corporate social responsibility) enterprises. This number could be rapidly increased by better documentation of companies’ commitment to sustainability.
Practical implications – The study’s importance lies in the overview it provides of CS activities in the German real estate industry. In addition, it provides hints on how companies can improve their documentation to classify as CSR enterprises. Although the analysis concentrates on Germany, the results are also relevant for companies in other European countries.