【摘要】 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。更多还原

【Abstract】 As environment deterioration becomes a major concern for the whole society,an increasing number of companies have implemented environmental responsibility to gain customers’ support. Through a situational simulation experiment,this article explores how the environmental stigma at industry level could affect consumers’ evaluation of corporate environmental efforts. The results show that for industries with severe environmental stigma,consumers react positively to corporates’ substantive environmental actions,but negatively to symbolic ones. For companies in industries without such bad environmental reputation,both substantive and symbolic environmental actions can boost cosumers’ evaluation of them. One explanation for this difference is consumers’ assumption of the extent to which the company cares for the environment.更多还原