Abstract As environment deterioration becomes a major concern for the whole society, an increasing number of companies have implemented environmental responsibility to gain customers’ support. Through a situational simulation experiment, this article explores how the environmental stigma at industry level could affect consumers’ evaluation of corporate environmental efforts. The results show that for industries with severe environmental stigma, consumers react positively to corporates’ substantive environmental actions, but negatively to symbolic ones. For companies in industries without such bad environmental reputation, both substantive and symbolic environmental actions can boost cosumers’ evaluation of them. One explanation for this difference is consumers’ assumption of the extent to which the company cares for the environment.
HE Hao,LI Jian-Xin,LIU Hong-Shen. Corporate Environmental Actions and Consumer Evaluations——The Influence of Environmental Stigma at Industry Level. Economic Survey, 2017, 34(6): 093.
2017, Vol. 34 
