Green Public Relations Strategies for Achieving Sustainable Development Goals in Malaysia: A Stakeholder Theory Perspective

Abstract

This study examines Green Public Relations (GPR) as a strategic communication tool for advancing Sustainable Development Goals (SDGs) in Malaysia. Anchored in Stakeholder Theory and Carroll's Corporate Social Responsibility (CSR) Pyramid, this conceptual paper identifies critical gaps between sustainability awareness and stakeholder behaviors, highlighting the persistent challenge of greenwashing. The research critiques traditional one-size-fits-all GPR strategies and proposes a culturally-tailored communication model emphasizing ethical transparency and stakeholder engagement. Through a qualitative design involving semi-structured interviews with 12 elite informants from corporate, governmental, and NGO sectors, supplemented by thematic analysis of sustainability reports using NVivo, this study develops a strategic GPR framework that bridges rhetorical sustainability claims with measurable impacts. The proposed model contributes to stakeholder-centric sustainability communication theory and offers practical guidance for Malaysian organizations aligning with the UN 2030 Agenda. This research advances GPR scholarship by demonstrating how culturally-contextualized communication strategies can enhance stakeholder trust, foster collaborative efforts, and accelerate sustainable development achievement in emerging economies.