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Building corporate reputation through consumer responses to green new products

Author

Listed:
  • Mark Pritchard

    (College of Business)

  • Theresa Wilson

    (College of Business)

Abstract

The importance of sustainability to customers, companies, and society requires an examination of the effects of green new products (GNPs). This study extends past research by examining consumer responses to a GNP and their impact on a parent firm’s corporate reputation (CR). Survey responses were used to test a structural model that investigated whether consumer responses to a new wind farm bolstered an energy service company’s CR. Results suggest adding a GNP to a service company’s portfolio can improve consumer-based perceptions of CR. Perceptions of fit between the GNP and its larger parent company were also found to moderate explanatory links in the model. However, preexisting beliefs consumers held about the value of CSR practices and the importance of the CSR domain in which those actions were engaged did not. Strategic implications discuss how service managers can better use GNP associations to boost CR.

Suggested Citation

  • Mark Pritchard & Theresa Wilson, 2018. "Building corporate reputation through consumer responses to green new products," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 38-52, January.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:1:d:10.1057_s41262-017-0071-3
    DOI: 10.1057/s41262-017-0071-3
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    3. Jun Wang & Qian Zhang & Xinman Lu & Rui Ma & Baoqin Yu & Huming Gao, 2022. "Emission reduction and coordination of a dynamic supply chain with green reputation," Operational Research, Springer, vol. 22(4), pages 3945-3988, September.
    4. Jun Wang & Rui Ma & Xinman Lu & Baoqin Yu, 2022. "Emission reduction cooperation in a dynamic supply chain with competitive retailers," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(12), pages 14261-14297, December.
    5. Maria Teresa Cuomo & Debora Tortora & Alessandro Danovi & Giuseppe Festa & Gerardino Metallo, 2022. "Toward a ‘New Normal’? Tourist Preferences Impact on Hospitality Industry Competitiveness," Corporate Reputation Review, Palgrave Macmillan, vol. 25(3), pages 212-225, August.
    6. Zengrui Xiao & Ying Wang & Dongjie Guo, 2022. "Will Greenwashing Result in Brand Avoidance? A Moderated Mediation Model," Sustainability, MDPI, vol. 14(12), pages 1-15, June.
    7. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

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