Uncovering the Value of Green Advertising for Environmental Management Practices
研究绿色广告如何调节环境管理实践（环保制造与产品管理）对企业声誉和财务绩效的影响，发现绿色广告仅对尚未建立环境声誉的企业带来财务收益。
ABSTRACT 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