Environmentally motivated actions influencing perceptions of environmental corporate reputation

Abstract

Firms continue to invest in environmentally related ventures, arguing that it has some value. The objective of this study is to investigate the extent to which the environmentally motivated actions can influence stakeholders' perceptions of corporate reputation. The paper draws on corporate reputation theory and identifies that reputation can be influenced by environmental marketing. Stakeholder sensitivity and environmental processes are also examined as they underpin environmental marketing strategies. Quantitative and Qualitative research methods were used to design the research instrument. Factor analysis and stepwise regression procedures were used to analyse the data. The study suggests that while environmental processes are substantially important to a firm, such processes are not a significant predictor for corporate reputation. The study demonstrates that environmentally motivated actions on stakeholder sensitivity and environmental marketing are significant predictors of corporate reputation. The research concludes by drawing on managerial inferences that concern environmental marketing.

Keywords::

• corporate reputation
• stakeholder sensitivity
• environmental processes
• environmental marketing

Acknowledgements

The Environment Protection Authority of Victoria's support is gratefully acknowledged.