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Uncovering the Value of Green Advertising for Environmental Management Practices
Author(s) -
W.Y. Wong Christina,
Lai KeeHung,
Shang KuoChung,
Lu ChinShan
Publication year - 2014
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.1776
Subject(s) - reputation , marketing , context (archaeology) , business , contingency , product (mathematics) , value (mathematics) , environmental stewardship , contingency theory , business model , industrial organization , economics , environmental resource management , management , machine learning , computer science , paleontology , social science , linguistics , philosophy , geometry , mathematics , sociology , biology
This paper extends previous environmental management research by building and empirically testing a model of the contingency effects of green advertising on the relationships between environmental management practices in terms of environmentally conscious manufacturing and product stewardship, environmental reputation and financial performance. We examine the value of green advertising in sharing and publicizing information about organizational achievements in environmental preservation in a business‐to business context with the Taiwanese electronics manufacturing industry. The theoretical propositions are largely confirmed by structural path analyses of survey responses collected from 122 Taiwanese electronics manufacturers. Green advertising delivers financial benefits only for those manufacturers that do not have an established environmental reputation. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment