How Collaborating with NGOs Makes Green Innovations More Desirable
研究了两种NGO与企业合作绿色创新的方式对消费者购买意愿的影响，发现消费者更偏好NGO参与产品开发而非企业捐赠，绿色可信度起中介作用，企业未来抱负的谈论是重要边界条件。
This research investigates how two different types of nongovernmental organization (NGO)–business collaboration for green innovation impact consumers’ purchase intentions. The authors carried out three studies, whose findings show that consumers prefer collaborations in which NGOs are integrated into the product development process (NGO co-development) over those that involve corporate giving to NGOs (sales-contingent donations). They show that green credibility works as a mediator, which explains why these two types of collaboration influence consumers’ purchase intentions differently. They also identify aspirational talk about a company’s future ambitions as an important boundary condition. These findings are important for literature on corporate social responsibility (CSR) communication, co-development, and co-branding and contribute to the discussion of the role of business in society.