Consumer Responses to Corporate Environmental Actions in China:An Environmental Legitimacy Perspective
Consumer Responses to Corporate Environmental Actions in China:An Environmental Legitimacy Perspective
复制标题
消费者对中国企业环境行动的反应：环境合法性视角
DOI：
10.1007/s10551-015-2807-x
复制
发表时间：
2017
影响因子：
6.1
通讯作者：
Chenting Su
中科院分区：
文献类型：
--
作者：
Jianxin Li;Hao He;Hongshen Liu;Chenting Su
随着公众对环境危机的日益关注，企业环境行动及其影响成为当前的研究热点。本研究考察了两种类型的企业环境行动（象征性和实质性环境行动）如何影响消费者对环境合法性的看法和随后的购买意愿。采用实验方法，本研究发现：(1)实质性环境行动诱导的环境合法性认知显著高于象征性环境行动，(2)这种效应可以被企业环境声誉所减弱，(3)消费者环境合法性对消费者购买意愿有显著的正向影响。这些发现对绿色营销的研究人员和实践者都有有趣的启示。
As a result of the increasing public attention to environmental crises, corporate environmental actions and their effects are a current research hotspot. This study examines how two types of corporate environmental actions (symbolic and substantial environmental actions) influence consumers’ perceptions of environmental legitimacy and subsequent purchase intentions. Using experimental method, this study finds that (1) substantial environmental action induces significantly higher perceptions of environmental legitimacy than symbolic environmental action, (2) this effect can be attenuated by corporate environmental reputation, and (3) consumer-based environmental legitimacy has a significantly positive effect on consumers’ purchase intentions. These findings have interesting implications for both researchers and practitioners involved in green marketing.