Abstract
AbstractThe triple bottom line refers to companies' economic, social and environmental performance. In this study, we examined effects of these three factors on organizational attractiveness ratings using an experimental vignette methodology. In addition, we investigated pro‐environmental attitude as a moderator of these effects. Forty‐nine participants rated 27 vignettes describing different constellations of companies' triple bottom line and, in total, provided 1321 ratings of organizational attractiveness. Results of a multilevel analysis showed that the positive effect of social performance on organizational attractiveness ratings was stronger than the positive effects of economic and environmental performance. Moreover, environmental performance was more important for individuals with a more positive pro‐environmental attitude and economic performance was less important for individuals with a more positive pro‐environmental attitude. We discuss implications for future research and organizational practice.
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