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

Béatrice Parguel (), Florence Benoît-Moreau and Fabrice Larceneux ()
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Béatrice Parguel: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Florence Benoît-Moreau: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Fabrice Larceneux: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: ethical corporate marketing; CSR communication; attribution theory; sustainability ratings (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00561187v1
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Citations: View citations in EconPapers (94)

Published in Journal of Business Ethics, 2011, 102 (1), pp.15-28

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