Economic gains stimulate negative evaluations of corporate sustainability initiatives

Transcription

1 Ecnmic gains stimulate negative evaluatins f crprate sustainability initiatives Experiment 1 Please take a few minutes t carefully read the fllwing article: (Cnditin: Envirnmental Reputatinal) (Cnditin: Envirnmental Mnetary) NATURE CLIMATE CHANGE 1

2 (Cnditin: Cntrl Reputatinal) (Cnditin: Cntrl Mnetary) (Cmpany ratings) Please take a minute t answer sme questins abut the Patagnia cmpany: In yur pinin, hw ETHICAL are the actins f Patagnia? 1- Cmpletely unethical 9- Cmpletely ethical In yur pinin, hw ACCEPTABLE are the actins f Patagnia? 1- Cmpletely unacceptable 9- Cmpletely acceptable In yur pinin, hw MORAL are the actins f Patagnia? 1- Cmpletely immral 9- Cmpletely mral In yur pinin, hw ALTRUISTIC are the actins f Patagnia? 1- Nt at all altruistic 9- Cmpletely altruistic 2 NATURE CLIMATE CHANGE

3 In yur pinin, hw SELFISH are the actins f Patagnia? 1- Cmpletely selfish 9- Nt at all selfish In yur pinin, hw MANIPULATIVE are the actins f Patagnia? 1- Cmpletely manipulative 9- Nt at all manipulative In yur pinin, hw COMPETENT is the Patagnia cmpany? 1- Cmpletely incmpetent 9- Cmpletely cmpetent In yur pinin, what is the quality f Patagnia s prducts? 1- Very lw quality 9- Very high quality Hw much d yu LIKE the Patagnia cmpany? Hw much d yu TRUST the Patagnia cmpany? D yu APPROVE f the actins f Patagnia? 1- Definitely Nt 9- Definitely S Hw likely wuld yu be t PURCHASE a Patagnia prduct? 1-Nt at all 9-Extremely likely (Cmprehensin checks) (Ad type Envirnmental) Did Patagnia ask cnsumers nt t buy the jacket because f quality issues? Yes N Hw much mney did Patagnia lse because f the campaign? millin $US OVER 2 millin $US It did nt lse mney (Ad type Cntrl) Did Patagnia ask cnsumers t shw hw adventures they are by chsing bright clrs fr their cats? Yes N Hw many vacatins did Patagnia spnsr? Under 100 ver 100 It did nt spnsr vacatins NATURE CLIMATE CHANGE 3

4 Experiment 2 Pre-test -Priming manipulatin (Cmmunal priming) In the space prvided belw, please write abut the time in yur life when yu experienced a strng sense f cmmunity. Think f a time in yu alng with thers, pled yur resurces tgether, with each persn taking what they needed and cntributing what they culd, withut anyne keeping track f hw much each individual gave r received. (Market priming) In the space prvided belw, please write abut a time in yur life when yu participated in an efficient market exchange. Think f a time yu exchanged resurces (such as mney) with anther persn (r multiple peple), with each persn fairly cntributing and receiving in prprtin t what they sld r bught. (Resurce distributin statements) The best allcatin f resurces shuld be based n hw much each member f sciety persnally cntributes. 1- Strngly agree 7- Strngly disagree As lng as peple fllw the rules, sciety functins best when each persn acts accrding t their wn interests. 1- Strngly agree 7- Strngly disagree Mst scial interactins can be explained in terms f an exchange f mney r resurces. 1- Strngly agree 7- Strngly disagree (Cmprehensin check) We are interested in whether yu take the time t read instructins. In rder t demnstrate that yu have read these instructins, please select Online shpping and Cst leadership belw: Online distributin Live streaming Mail f America Online shpping Check nly Crwd surcing Wikipedia Amazn.cm Ebks Trader Je s Kindle 4 NATURE CLIMATE CHANGE

5 Amazn Prime On sale Cst leadership Marketing strategy Sales representative Prduct differentiatin Custmer supprt What is yu gender? Male Female Where d yu currently live? Hw ld are yu? Experiment 2 (Priming manipulatins) (Scial cmmunal priming) In the space prvided belw, please write abut the time in yur life when yu experienced a strng sense f cmmunity. Think f a time in yu alng with thers, pled yur resurces tgether, with each persn taking what they needed and cntributing what they culd, withut anyne keeping track f hw much each individual gave r received. (Market- exchange priming) In the space prvided belw, please write abut a time in yur life when yu participated in an efficient market exchange. Think f a time yu exchanged resurces (such as mney) with anther persn (r multiple peple), with each persn fairly cntributing and receiving in prprtin t what they sld r bught. (Benefits) (win-win benefit) Please cnsider the fllwing: Charging $$$ By the Pund fr Waste Cllectin: Helping the Envirnment + Increasing Prfits Imagine yur residential waste cllectin cmpany is cnsidering a new plicy. Much like electricity bills, instead f charging a fixed price, each husehld wuld be billed fr cllectin and dispsal by the pund (mre garbage = higher price). The average husehld in America prduces ver 30 lbs. f trash per week, thugh this varies widely frm husehld t husehld NATURE CLIMATE CHANGE 5

6 The bjective f this plicy is t help the envirnment. The cmpany is deeply cmmitted t saving the planet and believes it has a mral bligatin t help reduce slid waste. Prmting sustainability is ne f the cmpany s cre values and gals. This plicy will als increase the cmpany's prfits. (Envirnmental-nly benefit) Please cnsider the fllwing: Charging $$$ By the Pund fr Waste Cllectin Helping the Envirnment Imagine yur residential waste cllectin cmpany is cnsidering a new plicy. Much like electricity bills, instead f charging a fixed price, each husehld wuld be billed fr cllectin and dispsal by the pund (mre garbage = higher price). The average husehld in America prduces ver 30 lbs. f trash per week, thugh this varies widely frm husehld t husehld. The bjective f this plicy is t help the envirnment. The cmpany is deeply cmmitted t saving the planet and believes it has a mral bligatin t help reduce slid waste. Prmting sustainability is ne f the cmpany s cre values and gals. (Cmpany mrality rating) Hw mral is the cmpany? 1- Cmpletely Immral 9- Cmpletely Mral (Envirnmental attitude scale) Please read the fllwing statements carefully, and indicate the extent t which yu agree r disagree with them. If my stre/brand labeled prducts based n hw gd r bad they are fr the envirnment, I wuld use that infrmatin t chse what I buy 1- Strngly Disagree 9- Strngly agree I actively seek ut envirnmental infrmatin abut prducts that I buy 1- Strngly Disagree 9- Strngly agree I actively read the labels n prducts that I buy t understand their envirnmental impact 1- Strngly Disagree 9- Strngly agree Glbal warming is a very real and serius prblem 1- Strngly Disagree 9- Strngly agree I d mre than mst peple when it cmes t ding things that are gd fr the envirnment 1- Strngly Disagree 9- Strngly agree Nthing I culd d fr the envirnment wuld have much impact 6 NATURE CLIMATE CHANGE

7 1- Strngly Disagree 9- Strngly agree I think that prducts that are envirnmentally friendly dn t wrk as well as regular nes 1- Strngly Disagree 9- Strngly agree I d nt really believe cmpanies when they say prducts are gd fr the envirnment 1- Strngly Disagree 9- Strngly agree It csts t much t shp fcusing n being envirnmentally friendly 1- Strngly Disagree 9- Strngly agree I dn t care which prducts r brands are gd fr the envirnment I buy what I like 1- Strngly Disagree 9- Strngly agree Experiment 3 Tempral rder Please cnsider the fllwing: Patagnia is a Califrnia-based clthing cmpany that manufactures utdr clthing. It was funded by Yvn Chuinard in (Prfitability infrmatin) Patagnia is a very prfitable cmpany. Thugh Patagnia is cnsidered t be a sprt-specific apparel manufacturer, sme f the cmpany's mst ppular prducts are general apparel. Patagnia fleeces, rain jackets, and cats are sme f the mst widely-wrn prducts in the utdr apparel industry. Because f its high prices and perceived exclusive image, Patagnia is cllquially knwn as 'Pata-Gucci' r 'Pradagnia' amng many hikers and climbers. (Envirnmental infrmatin) Patagnia is a majr cntributr t the envirnment. Patagnia cmmits 10% f their prfit t envirnmental grups. Since 1985, when the prgram was first started, Patagnia has dnated $25 millin t ver 1,000 rganizatins. Patagnia c-funded the alliance 1% Fr the Planet. This is an alliance f businesses wh, like Patagnia, cmmit at least 1% f their ttal sales t the envirnment. Many f Patagnia s recent campaigns include wrk with preventing il drilling in the Alaska Wildlife Refuge. (Cmpany ratings) Please take a minute t answer sme questins abut the Patagnia cmpany: In yur pinin, hw ETHICAL are the actins f Patagnia? 1- Cmpletely unethical 9- Cmpletely ethical NATURE CLIMATE CHANGE 7

8 In yur pinin, hw ACCEPTABLE are the actins f Patagnia? 1- Cmpletely unacceptable 9- Cmpletely acceptable In yur pinin, hw MORAL are the actins f Patagnia? 1- Cmpletely immral 9- Cmpletely mral In yur pinin, hw ALTRUISTIC are the actins f Patagnia? 1- Nt at all altruistic 9- Cmpletely altruistic In yur pinin, hw SELFISH are the actins f Patagnia? 1- Cmpletely selfish 9- Nt at all selfish In yur pinin, hw MANIPULATIVE are the actins f Patagnia? 1- Cmpletely manipulative 9- Nt at all manipulative In yur pinin, hw COMPETENT is the Patagnia cmpany? 1- Cmpletely incmpetent 9- Cmpletely cmpetent In yur pinin, what is the quality f Patagnia s prducts? 1- Very lw quality 9- Very high quality Hw much d yu LIKE the Patagnia cmpany? Hw much d yu TRUST the Patagnia cmpany? D yu APPROVE f the actins f Patagnia? 1- Definitely Nt 9- Definitely S Hw likely wuld yu be t PURCHASE a Patagnia prduct? 1-Nt at all 9-Extremely likely (Cmprehensin check) Des Patagnia dnate mney t the envirnment? N Yes Is Patagnia prfitable? N Yes Des Patagnia make farming equipment? N Yes 8 NATURE CLIMATE CHANGE

9 When it cmes t plitics I am: Very Cnservative Very Liberal My age is My gender is (please select ne): Male Female Where d yu currently live? Experiment 4 Framing effect Thank yu fr taking this survey! On the next page, yu will read an excerpt frm a recent article n AT&T and respnd t sme questins. Please read the instructins carefully. There are n right r wrng answers- we are just interested in yur first impressins. (Cnditin: Envirnmental framing) AT&T intrduces used phne recycling prgram Accrding t the EPA 89% f mbile devices are nt recycled at end-f-life. This waste cmes at a huge cst t the envirnment: in 2010 alne, 132 millin mbile devices ended up in landfills. That is why AT&T has intrduced a natinal recycling prgram t make recycling easy and accessible fr everyne. Thrugh the prgram, cnsumers are invited t hand in their unwanted phnes, and accessries (regardless f the manufacturer r carrier) fr recycling at any AT&T stre. In 2014, the cmpany cllected apprximately 4.3 millin handset devices thrugh its recycling prgram, and has been praised by envirnmental grups fr its effrts. Mst f the phnes cllected thrugh this prgram hwever, are nt sent t recycling facilities but are resld back t cnsumers. Since the used devices handed in are typically in gd cnditin, they require very little wrk t be resld. Therefre, the prgram has als been very prfitable fr AT&T and has generated millins f dllars in revenue. (Cnditin: Market framing) AT&T intrduces used phne resell prgram Accrding t the FCC, the market fr used mbile phnes has grwn by 89% ver the past few years. This grwth represents a huge business pprtunity fr cellular prviders. This is why AT&T has intrduced its new used mbile phne prgram. NATURE CLIMATE CHANGE 9

10 Thrugh the prgram, cnsumers are invited t hand in their unwanted phnes, and accessries (regardless f the manufacturer r carrier) at any AT&T stre. Since the used devices handed in are typically in gd cnditin, they require very little wrk t be resld. Therefre, the prgram has been very prfitable fr AT&T and has generated millins f dllars in revenue. In 2014, the cmpany cllected apprximately 4.3 millin handset devices thrugh its prgram. As mst f these phnes wuld have therwise ended up in landfills, this prgram has als been very gd fr the envirnment. Therefre, AT&T has been praised by envirnmental grups fr its effrts. (Cmpany ratings) Please take a minute t answer sme questins abut AT&T: In yur pinin, hw ETHICAL are the actins f AT&T? 1- Cmpletely unethical 9- Cmpletely ethical In yur pinin, hw ACCEPTABLE are the actins f AT&T? 1- Cmpletely unacceptable 9- Cmpletely acceptable In yur pinin, hw MORAL are the actins f AT&T? 1- Cmpletely immral 9- Cmpletely mral In yur pinin, hw ALTRUISTIC are the actins f AT&T? 1- Nt at all altruistic 9- Cmpletely altruistic In yur pinin, hw SELFISH are the actins f AT&T? 1- Cmpletely selfish 9- Nt at all selfish In yur pinin, hw MANIPULATIVE are the actins f AT&T? 1- Cmpletely manipulative 9- Nt at all manipulative In yur pinin, hw COMPETENT is AT&T? 1- Cmpletely incmpetent 9- Cmpletely cmpetent In yur pinin, what is the quality f AT&T s prducts? 1- Very lw quality 9- Very high quality Hw much d yu LIKE the AT&T? Hw much d yu TRUST the AT&T? 10 NATURE CLIMATE CHANGE

11 D yu APPROVE f the actins f AT&T? 1- Definitely nt 9- Definitely s Hw likely wuld yu be t PURCHASE an AT&T prduct? 1-Nt at all 9-Extremely likely (Cmprehensin check) (Cnditin: Envirnmental framing) Based n the article yu just read, what des AT&T d with mst f the unwanted phnes it cllects thrugh its prgram? Sends them t recycling facilities sends them t landfills resells them t cnsumers (Cnditin: Market framing) Based n the article yu just read, what des AT&T d with mst f the phnes it cllects thrugh its prgram? Uses them fr parts sends them t Africa resells them t cnsumers What is yu gender? Male Female Where d yu currently live? Hw ld are yu? NATURE CLIMATE CHANGE 11