How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication
Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet, consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion en...
| Auteurs: | ; ; |
|---|---|
| Type de support: | Électronique Article |
| Langue: | Anglais |
| Vérifier la disponibilité: | HBZ Gateway |
| Journals Online & Print: | En cours de chargement...
|
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Publié: |
Springer Science + Business Media B. V
2011
|
| Dans: |
Journal of business ethics
Année: 2011, Volume: 102, Numéro: 1, Pages: 15 |
| Sujets non-standardisés: | B
Attribution Theory
B Ethical corporate marketing B CSR communication B Sustainability ratings |
| Accès en ligne: |
Accès probablement gratuit Volltext (lizenzpflichtig) |
| Résumé: | Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet, consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion encourages ‘greenwashing’ and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers’ responses to companies’ CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter ‘greenwashing’ and encourage virtuous firms to persevere in their CSR practices. |
|---|---|
| ISSN: | 1573-0697 |
| Contient: | Enthalten in: Journal of business ethics
|
| Persistent identifiers: | DOI: 10.1007/s10551-011-0901-2 |