التوجه من الإعلام البيئي إلى الاتصال المسؤول في إطار التنمية المستدامة لدى المؤسسة الاقتصادية

الملخص EN

This study addressed to the orientation of the environmental information in the Economic institution, As a recent draws to responsible communication which means the transfer of environmental and societal impacts from the institution for the various stakeholders, This orientation began to reflect degree of institutional environmental awareness ,To the application of sustainable development approaching various activities, especially the institutional communication function which its features character began to change from purely commercial nature , Which aims to achieve beneficial unbridled institution, «profit», To responsible communication which focuses on ethical side by adoption of sustainable development approach, Through this theoretical study, we explain the concept of sustainable development, and the most important mechanisms of applied in the institution practice, which based on the responsible communication who achieve institutional effectiveness.