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| Author: | Parguel, B. Benoit-Moreau, F. Larceneux, F. |
| Title: | How sustainability ratings might deter 'greenwashing': A closer look at ethical corporate communication |
| Journal: | Journal of Business Ethics
2011 : AUG I, VOL. 102:1, p. 15-28 |
| Index terms: | corporate responsibility social responsibility business ethics marketing communication corporate image sustainable development consumer behaviour theories |
| Freeterms: | CSR corporate communication |
| Language: | eng |
| Abstract: | Several companies use corporate social responsibility (CSR) communication to enhance their corporate image. Yet, consumers often have difficulties identifying truly responsible firms which encourages 'greenwashing', possibly making CSR initiatives less effective. On the basis of attribution theory, this study explores the role of independent sustainability (herein as: sust.) ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sust. rating for corporate brand evaluations in the case of CSR communication due to consumers infering less intrinsic motives by the brand. Thus, sust. ratings could act to deter 'greenwashing' and encourage virtuous firms to push ahead in their CSR practices. |
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