The CSR green halo effect on the corporate–public communication: an experimental study

Dong Dong*, Jay H C CHANG, Tianjiao Wang

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

7 Citations (Scopus)


Environmental corporate social responsibility (CSR) has been a popular practice among corporations. However, the mechanism and effectiveness of environmental CSR in affecting corporate–public communication are still unclear. Against the theoretical backdrop of the ‘halo effect’ and through a controlled experiment with 742 participants from Hong Kong and mainland China, we find that: if a company’s environmental CSR activity receives higher support from the consumers, it is less likely for consumers to avoid advertisements endorsed by the company. The CSR green halo effect therefore exists. Moreover, consumers’ nationality and their three preexisting attitudes (general environmental CSR support, environmental beliefs, and favorability of products’ country of origin) are important moderators of the green halo effect and need to be considered in practice.

Original languageEnglish
Pages (from-to)213-230
Number of pages18
JournalAsian Journal of Communication
Issue number2
Publication statusPublished - 4 Mar 2017

Scopus Subject Areas

  • Education
  • Communication

User-Defined Keywords

  • corporate–public communication
  • Environmental CSR
  • experimental study
  • Green halo effect
  • online advertisement


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