企业环境责任活动与消费者评价——行业环境污名的影响  

Corporate Environmental Actions and Consumer Evaluations——The Influence of Environmental Stigma at Industry Level

作　　者：何昊[1] 黎建新[1] 刘洪深[1] 

机构地区：[1]长沙理工大学经济与管理学院,湖南长沙410114

出　　处：《经济经纬》2017年第6期93-98,共6页Economic Survey

基　　金：国家自然科学基金项目(71402010;71172001);国家社会科学基金项目(14BGL067);高等学校博士学科点专项科研基金新教师类资助课题(20134316120005);湖南省教育厅科学研究项目优秀青年项目(17B019)

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。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, hut 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.

关 键 词：环境责任 实质性环境活动 象征性环境活动 环境污名 

分 类 号：F272[经济管理—企业管理]