摘要：The aim of this study is to analyse the role of Corporate Social Responsibility (CSR) in the outdoor industry and the implementation of CSR-communication on different outdoor brands’ websites. This paper provides an overview of the framework of CSR and sustainability marketing. Consequently, a closer look on CSR-communication and on the definition of three sustainability related marketing strategies is taken. Furthermore, this paper defines the current situation of CSR in the outdoor industry. The research is divided into two parts. Firstly, a standardized open-end interview with four different outdoor brands was conducted. Secondly, a benchmark tool was developed, based on literature and the results of the former conducted interviews. In total 22 different outdoor brands’ online CSR-communication are investigated and taken in comparison. This study suggests that CSR and especially brands’ external CSR-communication play a crucial role in the outdoor industry. It is analysed, related to the CSR-communication, a classification into, denier, risk minimizer and differentiator, is identifiable. All analysed outdoor brands implement CSR-communication, what proofs that CSR-communication cannot be ignored anymore. Only a few brands are characterised as denier of CSR-communication, as they implement almost no communication of CSR. The majority shows the communication characteristics of risk mitigation whereas some brands stand out as brand differentiators.
