【摘要】 国家形象是一国软实力的综合表现,在全球追求可持续发展和人类命运共同体的时代,绿色低碳已成为国家形象的应有之义。在此背景下,中国企业在海外积极履行环境、社会和治理(ESG)责任是否有利于提升东道国对华形象评价?该问题仍未得到明晰的结论及解释。为此,本文考察中国“走出去”企业的ESG表现影响东道国对华形象评价的作用机理,并利用2009—2020年皮尤研究中心“全球民意调查”和企业对外投资数据进行实证检验。研究结果表明,中国“走出去”企业的ESG表现有利于提升中国国家形象,尤其是在女性、30岁以上者、高收入水平这3类群体和在更加关注ESG表现的东道国中的作用更加显著,同时在清洁行业“走出去”的企业和绿地投资模式当中的提升作用也更为突出。机制分析表明,溢出效应是企业ESG表现提升中国国家形象的作用渠道。本研究揭示了:海外微观企业的ESG表现对于塑造和传播中国绿色可持续发展的国家形象具有积极作用,这可以为加快构建中国话语和中国叙事体系提供有益参考。更多还原

【Abstract】 National image, as a comprehensive performance of a country’s soft power, has increasingly embraced green and low-carbon development as a core component in the era of global sustainable development and building a community of a shared future for mankind. Under this backdrop, whether the active practice of environmental, social, and governance(ESG) is conducive to improving the host countries’ perceptions of China has no clear conclusion and explanation. Based on the Pew Research Center’s “Global Attitudes and Trends”( 2009-2020) survey, this paper explores the impact of Chinese MNCs’ ESG performance on China’s country image and a potential mechanism behind this connection. The results show that the ESG performance of Chinese MNCs significantly and robustly increases a country’s positive assessment of China. This positive effect is more observed among women, individuals aged 30 or above, and high-income groups, also more pronounced in the countries that pay more attention on ESG, additional in greenfield investments or clean energy sectors. Mechanism analysis indicates that the main channel lies in spillover effects. This study highlights the critical role of overseas micro-level enterprises’ ESG performance in shaping and disseminating China’s image as a proponent of green and sustainable development. It provides valuable insights for advancing the construction of China’s narrative and discourse systems.更多还原