IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this paper or follow this series

How Sustainability Ratings Might Deter "Greenwashing": A Closer Look at Ethical Corporate Communication

  • Béatrice Parguel

    ()

    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

  • Florence Benoit Moreau

    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

  • Fabrice Larceneux

    ()

    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: http://hal.archives-ouvertes.fr/docs/00/65/41/01/PDF/cahier_DRM_2009_03.pdf
    Our checks indicate that this address may not be valid because: 404 Not Found (http://hal.archives-ouvertes.fr/docs/00/65/41/01/PDF/cahier_DRM_2009_03.pdf [302 Found]--> http://hal.archives-ouvertes.fr/err404.php). If this is indeed the case, please notify (CCSD)


    Download Restriction: no

    Paper provided by HAL in its series Post-Print with number hal-00654101.

    as
    in new window

    Length:
    Date of creation: 2011
    Date of revision:
    Publication status: Published, Journal of Business Ethics, 2011, 102, 1, 15-28
    Handle: RePEc:hal:journl:hal-00654101
    Note: View the original document on HAL open archive server: http://hal.archives-ouvertes.fr/hal-00654101/en/
    Contact details of provider: Web page: http://hal.archives-ouvertes.fr/

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00654101. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (CCSD)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.