Why companies might under‐communicate their efforts for sustainable development and what can be done?
通过文献综述和概念推理，解释了为何一些有实际绿色成就的企业却选择少沟通其可持续发展努力（即“绿色脸红”），并提出了既能沟通绿色成果又能避免负面影响的实用方法。
Abstract In contrast with the increasing green demands from various stakeholders, corporations might prefer green blushing, that is, deliberately avoiding communicating their efforts for sustainable development. Surprisingly, these companies make substantial green achievements, but decide not to communicate their greenness. Using a broad literature review on green blushing and a conceptual reasoning backed up by anecdotal evidence, we expose the likely consequences of under‐communicating green achievements and develop several rationales that explain this apparent puzzle. We also propose that silent or timid corporations can make the best of two worlds, by taking advantage from communicating their greenness while avoiding its main pitfalls. We suggest practical ways to do it.