Environmentally motivated actions influencing perceptions of environmental corporate reputation / created by Clare D'Souza, Taghian, Mehdi and Mort, Gillian Sullivan

Firms continue to invest in environmentally related ventures, arguing that it has some value. The objective of this study is to investigate the extent to which the environmentally motivated actions can influence stakeholders' perceptions of corporate reputation. The paper draws on corporate reputation theory and identifies that reputation can be influenced by environmental marketing. Stakeholder sensitivity and environmental processes are also examined as they underpin environmental marketing strategies. Quantitative and Qualitative research methods were used to design the research instrument. Factor analysis and stepwise regression procedures were used to analyse the data. The study suggests that while environmental processes are substantially important to a firm, such processes are not a significant predictor for corporate reputation.