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Consumer Responses to Corporate Environmental Actions in China: An Environmental Legitimacy Perspective

Author

Listed:
  • Jianxin Li

    (Changsha University of Science and Technology)

  • Hao He

    (Changsha University of Science and Technology)

  • Hongshen Liu

    (Changsha University of Science and Technology)

  • Chenting Su

    (City University of Hong Kong)

Abstract

As a result of the increasing public attention to environmental crises, corporate environmental actions and their effects are a current research hotspot. This study examines how two types of corporate environmental actions (symbolic and substantial environmental actions) influence consumers’ perceptions of environmental legitimacy and subsequent purchase intentions. Using experimental method, this study finds that (1) substantial environmental action induces significantly higher perceptions of environmental legitimacy than symbolic environmental action, (2) this effect can be attenuated by corporate environmental reputation, and (3) consumer-based environmental legitimacy has a significantly positive effect on consumers’ purchase intentions. These findings have interesting implications for both researchers and practitioners involved in green marketing.

Suggested Citation

  • Jianxin Li & Hao He & Hongshen Liu & Chenting Su, 2017. "Consumer Responses to Corporate Environmental Actions in China: An Environmental Legitimacy Perspective," Journal of Business Ethics, Springer, vol. 143(3), pages 589-602, July.
    • Handle: RePEc:kap:jbuset:v:143:y:2017:i:3:d:10.1007_s10551-015-2807-x
    DOI: 10.1007/s10551-015-2807-x
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    References listed on IDEAS

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