The influence of strategic communication on the adoption of state- owned product labels

Abstract

This thesis investigates the influence of strategic communication as a complement to the Advocacy Coalition Framework in the adoption of state-initiated product labels. The objective is to examine the impact of associations on governmental initiatives and how the government can use strategic communication to steer these initiatives towards success. A multiple case study approach is employed, focusing on the German product labels Green Button and Animal Welfare Label within a most similar system design. To this end, expert interviews were conducted and internal documents were analysed using qualitative content analysis. The findings reveal that associations exert significant influence on the implementation of government projects to advance their interests, utilizing three different ways. Strategic communication emerges as a crucial tool for ensuring the success of governmental projects, such as labels, despite these influences. It acts as an influential mediator between the government and associations.