How Sustainability Ratings Might Deter 'Greenwashing': A Closer Look at Ethical Corporate Communication [Book Review]
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
Learn more about PhilPapers
Journal of Business Ethics 102 (1):15-28 (2011)
Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet, consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion encourages ‘greenwashing’ and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers’ responses to companies’ CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter ‘greenwashing’ and encourage virtuous firms to persevere in their CSR practices
|Keywords||Ethical corporate marketing CSR communication Attribution theory Sustainability ratings|
|Categories||categorize this paper)|
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
|Through your library|
References found in this work BETA
John M. T. Balmer, Kyoko Fukukawa & Edmund R. Gray (2007). The Nature and Management of Ethical Corporate Identity: A Commentary on Corporate Identity, Corporate Social Responsibility and Ethics. [REVIEW] Journal of Business Ethics 76 (1):7 - 15.
C. Coupland (2005). Corporate Social Responsibility as Argument on the Web. Journal of Business Ethics 62 (4):355 - 366.
Kyoko Fukukawa, John M. T. Balmer & Edmund R. Gray (2007). Mapping the Interface Between Corporate Identity, Ethics and Corporate Social Responsibility. Journal of Business Ethics 76 (1):1 - 5.
Daniel Kahneman, Paul Slovic & Amos Tversky (eds.) (1982). Judgment Under Uncertainty: Heuristics and Biases. Cambridge University Press.
Mette Morsing (2006). Corporate Social Responsibility as Strategic Auto-Communication: On the Role of External Stakeholders for Member Identification. Business Ethics 15 (2):171–182.
Citations of this work BETA
John M. T. Balmer, Shaun M. Powell & Stephen A. Greyser (2011). Explicating Ethical Corporate Marketing. Insights From the BP Deepwater Horizon Catastrophe: The Ethical Brand That Exploded and Then Imploded. [REVIEW] Journal of Business Ethics 102 (1):1-14.
Yu-Shan Chen & Ching-Hsun Chang (2013). Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk. [REVIEW] Journal of Business Ethics 114 (3):489-500.
Gergely Nyilasy, Harsha Gangadharbatla & Angela Paladino (2013). Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions. [REVIEW] Journal of Business Ethics:1-15.
Mohamed Chelli & Yves Gendron (2013). Sustainability Ratings and the Disciplinary Power of the Ideology of Numbers. Journal of Business Ethics 112 (2):187-203.
Yoon-Na Cho (forthcoming). Different Shades of Green Consciousness: The Interplay of Sustainability Labeling and Environmental Impact on Product Evaluations. Journal of Business Ethics.
Similar books and articles
Jeanne M. Logsdon, Harry van Buren Iii & Kathleen Rehbein (2008). Social Responsibility Ratings and Corporate Responses to Activist Shareholder Resolutions. Proceedings of the International Association for Business and Society 19:307-317.
György Ligeti & Ágnes Oravecz (2009). Csr Communication of Corporate Enterprises in Hungary. Journal of Business Ethics 84 (2):137 - 149.
Mark D. Groza, Mya R. Pronschinske & Matthew Walker (2011). Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR. Journal of Business Ethics 102 (4):639-652.
Joëlle Vanhamme & Bas Grobben (2009). "Too Good to Be True!". The Effectiveness of CSR History in Countering Negative Publicity. Journal of Business Ethics 85 (2):273 - 283.
Bert van De Ven (2008). An Ethical Framework for the Marketing of Corporate Social Responsibility. Journal of Business Ethics 82 (2):339-352.
Stephen Bear, Noushi Rahman & Corinne Post (2010). The Impact of Board Diversity and Gender Composition on Corporate Social Responsibility and Firm Reputation. Journal of Business Ethics 97 (2):207 - 221.
Laura P. Hartman, Robert S. Rubin & K. Kathy Dhanda (2007). The Communication of Corporate Social Responsibility: United States and European Union Multinational Corporations. [REVIEW] Journal of Business Ethics 74 (4):373 - 389.
Lizet Quaak, Theo Aalbers & John Goedee (2007). Transparency of Corporate Social Responsibility in Dutch Breweries. Journal of Business Ethics 76 (3):293 - 308.
Susanne Arvidsson (2010). Communication of Corporate Social Responsibility: A Study of the Views of Management Teams in Large Companies. [REVIEW] Journal of Business Ethics 96 (3):339 - 354.
Sungchul Choi & Alex Ng (2011). Environmental and Economic Dimensions of Sustainability and Price Effects on Consumer Responses. Journal of Business Ethics 104 (2):269-282.
Alexandro Kleine & Michael von Hauff (2009). Sustainability-Driven Implementation of Corporate Social Responsibility: Application of the Integrative Sustainability Triangle. [REVIEW] Journal of Business Ethics 85 (3):517 - 533.
Amir Barnea & Amir Rubin (2010). Corporate Social Responsibility as a Conflict Between Shareholders. Journal of Business Ethics 97 (1):71 - 86.
Terry B. Porter & Patti C. Miles (2011). The CSR Halo. Proceedings of the International Association for Business and Society 22:287-299.
Carmelo Reverte (2009). Determinants of Corporate Social Responsibility Disclosure Ratings by Spanish Listed Firms. Journal of Business Ethics 88 (2):351 - 366.
Added to index2011-08-03
Total downloads16 ( #118,499 of 1,679,362 )
Recent downloads (6 months)5 ( #48,400 of 1,679,362 )
How can I increase my downloads?