The aims of this introduction are to define the field of Corporate Social Responsibility communication, to emphasize the role of communicating CSR and briefly to describe different perspectives on CSR communication. In the second part, I review the papers in this special issue and stress the importance of different perspectives in CSR communication.

Purpose: Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors used to promote organic food consumption. The purpose of this paper is to assess the impact of environmentally conscious purchase behaviour (ECPB) and green scepticism on organic food consumption. Moreover, the paper examines the indirect impact of attitudinal and contextual forces on organic food consumption (through ECPB). Design/methodology/approach: The paper develops a conceptual model of organic food consumption. Data were collected through an online survey on a sample of 462 consumers in Slovenia. Structural equation modelling was used to test the hypothesised relationships. Findings: The findings indicate that ECPB positively and green scepticism negatively affects organic food consumption. In addition, ECPB is positively influenced by personal and social norms, perceived availability and consumer sustainability orientation. Interestingly, the social norms exert the strongest indirect effect on organic food consumption. Research limitations/implications: This study informs organic food producers and policy makers about the relative importance of ECPB and scepticism for increasing organic food consumption. It also highlights the role of general attitudinal and contextual factors for ECPB and organic food consumption. Originality/value: The proposed model enables a better understanding of the relevance of ECPB, its antecedents and green scepticism as (direct or indirect) determinants of organic food consumption.

This study focuses on a categorization of different stakeholder groups, specifically on their power in relation to a company. Stakeholder theory argues that the company must be seen throughout numerous interactions with its stakeholders. Within the marketing communications field, the theory draws attention to communication (dialogue) with different stakeholders, not only consumers. An empirical verification of a three‐level stakeholder model is presented in the study. The results, based on a sample of employees in marketing communications and public relations agencies, show that three different levels of exchange and communication – inevitable, necessary and desirous levels – can be expected. Authors argue that such a result has important implications for marketing communications. A company can achieve optimal effects with a rational management of communication resources, according to different stakeholders' importance to the company and their power.

The relationship between brand activism and other forms of activism, as well as the potential paradoxes that may arise from practicing brand activism, has