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随着环境恶化成为社会关注的重要议题,越来越多的企业尝试通过履行环境责任获得消费者的支持。通过情境模拟实验,探讨了行业层面的环境污名如何影响消费者对企业环境责任活动的评价。研究发现,对于高污名行业,消费者对企业的实质性环境活动的反应更为正面,而对象征性环境活动的反应更为负面;对于低污名行业,实质性和象征性环境活动均能提升消费者对企业的评价。消费者推断的企业关心环境的程度是这一差异出现的原因。
As the deterioration of the environment has become a major issue of concern to society, more and more enterprises try to gain the support of consumers by fulfilling their environmental responsibilities. Through the scenario simulation experiments, this paper explores how the industry-level environmental stigma affects consumers’ assessment of corporate environmental responsibility activities. The study found that for the high-fame industries, consumers responded more positively to the substantive environmental activities of the enterprises and more negatively responded to the environmental activities of the symbolic ones. For the low-fame industries, both substantive and symbolic environmental activities Can enhance consumer evaluation of enterprises. The extent to which the business-customer concern about the environment is the reason for this discrepancy.