Purpose

The purpose of this paper is to introduce a new scale designed to assess a firm's green orientation from the consumer's perspective. Its effects are tested on a managerially relevant outcome variable and an objectively measured product-performance indicator.

Design/methodology/approach

Four studies based on various data sources identify and operationalize a green-oriented firm. Leveraging signaling theory, a model tests the orientation’s impact on two outcome variables, behavioral intentions and revenue, demonstrating its relevance to both scholars and practitioners.

Findings

Previous research has explored consumers’ reactions to green products, announcements and initiatives in a piecemeal fashion. This study suggests that firms are perceived as green-oriented when they operate in an environmentally friendly manner, develop green products and publicize these accomplishments. Consequently, consumers’ identification of a firm as green-oriented affected their behavioral intentions, which positively influenced firms’ revenues.

Research limitations/implications

Green-oriented firms must incorporate environmental standards into production efforts and confidently trumpet such behaviors if they wish to profit from consumer perceptions.

Practical implications

To accrue positive behavioral intentions from consumers and to increase the firm’s revenues, marketers should invest in developing green-oriented products, operating in an environmentally friendly manner and publicizing these efforts. Understanding consumer perceptions is critical, as they are a leading indicator of firm performance.

Originality/value

This novel operationalization of a green orientation captures consumers’ perceptions, demonstrating that firms can significantly benefit from this consumer-aligned strategy.

中文翻译：

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绿化底线：辨别消费者对公司绿色导向看法的新尺度

目的

本文的目的是引入一种新的量表，旨在从消费者的角度评估企业的绿色导向。其效果通过管理相关的结果变量和客观测量的产品绩效指标进行测试。

设计/方法论/途径

基于各种数据源的四项研究确定并运营了一家以绿色为导向的公司。利用信号理论，模型测试了方向对两个结果变量（行为意图和收入）的影响，证明了其与学者和从业者的相关性。

发现

之前的研究以零碎的方式探索了消费者对绿色产品、公告和举措的反应。这项研究表明，当企业以环保方式运营、开发绿色产品并宣传这些成就时，就会被认为是绿色导向的。因此，消费者对企业绿色导向的认同会影响他们的行为意图，从而对企业的收入产生积极影响。

研究局限性/影响

绿色导向型企业如果希望从消费者的看法中获利，就必须将环境标准纳入生产活动，并自信地宣扬此类行为。

实际影响

为了吸引消费者积极的行为意图并增加公司的收入，营销人员应该投资开发绿色产品，以环保的方式运营并宣传这些努力。了解消费者的看法至关重要，因为它们是公司业绩的领先指标。

原创性/价值

这种绿色导向的新颖运作抓住了消费者的看法，表明企业可以从这种与消费者保持一致的战略中获益匪浅。