Environmental aspect of business communications

Abstract

In the era of globalization, environmental endangerment and degradation are global in character, so the environmental protection has become a serious problem for civilisation in general. This paper emphasises the efforts being taken by companies to follow environmental changes and position themselves as ecologically responsible through the adoption of a unified business communication policy. The research was conducted on a sample of one hundred employees of the company 'AXA Insurance' in order to determine the level of their ecological awareness and pro-environmental behaviour. The findings of the survey indicate that, due to the poor preparedness of Serbian companies to meet environmental requirements and standards applicable in developed countries, environmental awareness of their employees is at a low level. Therefore, this issue should be incorporated in companies' business communication strategies that address both, internal and external target groups.