Carbon Communication Quality in Sustainability Marketing: Development of the C-Comm Index Using a Fuzzy SWARA Framework
サステナビリティマーケティングにおけるカーボンコミュニケーション品質：ファジーSWARAフレームワークを用いたC-Comm指数の開発 (AI 翻訳)
Şeyda Ok
🤖 gxceed AI 要約
日本語
本研究は、サステナビリティマーケティングにおけるカーボンコミュニケーションの信頼性を評価するために、ファジーSWARA法を用いてC-Comm指数を開発した。透明性、根拠に基づく開示、データの具体性、目標の測定可能性、グリーンウォッシュ指標、ナラティブの明確性などの基準を専門家が評価し、重み付けを行った。これにより、企業のカーボン関連コミュニケーションの質を評価するための理論的かつ実践的なツールを提供している。
English
This study develops the Carbon Communication Quality Index (C-Comm Index) using a Fuzzy SWARA framework to evaluate credibility and transparency in sustainability marketing. Expert judgment weights dimensions such as transparency, evidence-based disclosure, and greenwashing indicators. The index provides a tool for assessing carbon communication quality without relying on consumer surveys, applicable across sectors.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本のSSBJ基準やグリーンウォッシュ規制強化の文脈で、企業のカーボンコミュニケーションの質を評価する本指標は有用。専門家判断に基づくため、実務での活用が期待される。
In the global GX context
The C-Comm Index offers a replicable framework to evaluate the credibility of carbon claims, addressing greenwashing risks in line with ISSB and CSRD requirements, contributing to transparent corporate reporting globally.
👥 読者別の含意
🔬研究者:Provides a multi-criteria decision-making approach applied to carbon communication, useful for scholars studying sustainability marketing and disclosure quality.
🏢実務担当者:The C-Comm Index can be used by sustainability teams to audit their own carbon messaging and improve credibility.
🏛政策担当者:Regulators can adopt the criteria for assessing compliance with greenwashing guidelines.
📄 Abstract（原文）
This study develops a Carbon Communication Quality Index (C-Comm Index) to evaluate the credibility, transparency, and strategic coherence of carbon-related sustainability communication within sustainability marketing. Rising concerns about inconsistent or overstated environmental claims highlight the need for reliable assessment frameworks that do not depend on consumer surveys or firm-level performance comparisons. To address this gap, the study applies the Fuzzy-SWARA method to identify and weight the key criteria that shape the quality of carbon communication. A panel of experts in sustainability marketing, carbon accounting, and corporate communication evaluated dimensions such as transparency, evidence-based disclosure, data specificity, target measurability, greenwashing indicators, and narrative clarity. The fuzzy weighting procedure generated a coherent multi-criteria structure that aligns communication principles with expectations for rigorous carbon disclosure. The findings reveal which dimensions contribute most to credible and responsible carbon messaging in sustainability marketing. The resulting C-Comm Index provides academics and practitioners with a theoretically grounded and methodologically robust tool for assessing the reliability of carbon-related communication. By prioritizing expert judgment rather than self-reported or perception-based data, the study presents a replicable, low-cost, and ethics-exempt framework suitable for cross-sectoral applications, thereby contributing to research on sustainability communication, carbon transparency, and fuzzy multi-criteria decision-making.
🔗 Provenance — このレコードを発見したソース
- semanticscholar https://tisej.com/index.php/pub/article/download/1775/1638first seen 2026-07-18 07:29:27
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