Society Or the Environment? How Tangibility Affects Consumer Perceptions of Firm Sustainability Practices

Sara Bahnson, University of Oregon, USA
Lan Jiang, University of Oregon, USA
Jun Ye, Xiamen University, China
Nagesh Murthy, University of Oregon, USA
This research examines the relative importance of environmental and social sustainability practices on consumer evaluations. Using both field and experimental data, we show that environmental practices generate greater impacts for goods firms, while social practices are more influential for services firms. The role of tangibility is identified as the mechanism.
[ to cite ]:
Sara Bahnson, Lan Jiang, Jun Ye, and Nagesh Murthy (2013) ,"Society Or the Environment? How Tangibility Affects Consumer Perceptions of Firm Sustainability Practices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.