Do green policies build green reputations?

Abstract

PurposeToday, we are witnessing a wave of multinational corporations who seek to be recognized for being environmentally conscious, which can become a source of competitive advantage. But how many of them actually have the policies in place to achieve this? Drawing from the strategy literature, this paper aims to argue that firms who seek to achieve green reputation must align their policies in a way to achieve this goal.Design/methodology/approachThis paper presents a framework that discusses the key elements of the corporate environmental management process, and then empirically examines the impact of green policy on green reputation among Fortune 500 US firms.FindingsThe findings support a positive significant relationship between green policy and green reputation, with environmental performance to partially mediate this relationship. Insights from this study highlight the importance of focusing on company-level green policy for building green reputation as well as for discriminating across the flux of corporations that all claim to be environmentally conscious or green.Research limitations/implicationsFirst, the study is limited by the unavailability of environmental performance data at the subsidiary level, which, if incorporated, would yield a better specified model. Second, to strengthen the causal relationships examined in the models, time-series analyses would likely be useful. Third, other informal measures that could be incorporated can include other forms of corporate verbal communications, which include 10K reports as well as shareholder letters.Practical implicationsGiven the increased flux of firms that are racing to be known as environmentally conscious firms, one can benefit from the use of an internal mechanism that can discriminate between rhetoric and action. Therefore, when differentiating between firms’ environmental consciousness, investors and key stakeholders should investigate more internal environmental firm policies, because they are likely to be more indicative of their actions.Originality/valueThis study uses a quantified assessment of companies’ actual environmental footprints, drawing from a cross-sector sample within the manufacturing industry. The secondary data used in this study are combined from a number of prominent data sources in corporate social responsibility/environmental management literature.