When formulating a corporate sustainability plan (Brown and Dacin 1997), a firm can choose to emphasize either environmental activities that aim to minimize exploitation of the earth's natural resources (Hart 1995) or social efforts which focus on the betterment of consumers, charitable giving, education, and other societal impacts (Elkington 1998). Given that firms have a choice as they select the appropriate sustainability practices for their business (Marshall and Toffel 2005), what is the best strategy? How much do consumers appreciate a company's initiatives in social vs. environmental responsibility?
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