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When is going green good for company image?

机译：绿色环保什么时候对公司形象有利？

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Purpose - The purpose of this paper is to examine the conditions under which US consumers, known for their "green" skepticism, are more (less) likely to respond favorably to a firm's environmental initiative in today's marketplace. Design/methodology/approach - The research paper investigates whether the general positive impact derived from the implementation of societal initiatives found by other researchers carries over when specific environmental initiatives are put into operation. The authors test hypotheses related to consumer responses to information about a firm's environmental initiative with varied salience of its public- and self-serving motives. Next, they test how consumer responses are affected by the level of perceived sincerity associated with a firm's environmental initiative. The role of brand commitment is also examined across both studies. Findings - The results reveal that consumers use a rather skeptical approach when interpreting a firm's environmental initiative and that these responses vary based on the level of brand commitment, as well as how the initiative is presented to them. Research limitations/implications - The generalizability of results is currently limited to a particular brand with strong brand equity, large market share, and highly experiential service (Starbucks). Practical implications - The authors provide insights into what marketers and policy makers should consider in the development of environmental initiatives, in order to increase the likelihood of positive consumer responses. Originality/value - The present research contributes to the development (and application) of more accurate models of consumer responses to a firm's environmental initiative.
机译：目的-本文的目的是研究在何种条件下，以“绿色”怀疑论着称的美国消费者在当今市场上更有可能（较少）对公司的环保计划做出积极回应。设计/方法/方法-该研究论文调查了在实施特定的环境措施后，其他研究人员发现的实施社会措施所产生的总体积极影响是否继续存在。作者测试了与消费者对公司环保倡议信息的反应相关的假设，而这些倡议的公众和自我服务动机也各不相同。接下来，他们测试了消费者的反应如何受到与公司环保倡议相关的诚意程度的影响。在两项研究中都对品牌承诺的作用进行了研究。调查结果-结果表明，消费者在解释公司的环保计划时使用了一种相当怀疑的方法，并且这些回应会根据品牌承诺的水平以及如何向他们展示计划而有所不同。研究局限性/含义-结果的可概括性目前仅限于具有强大品牌资产，较大市场份额和高度体验服务的特定品牌（Starbucks）。实际意义-作者提供了有关营销人员和政策制定者在制定环保计划时应考虑的事项的见识，以增加积极的消费者回应的可能性。独创性/价值-本研究有助于开发（和应用）更准确的消费者对企业环境倡议的反应模型。

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