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Making Energy Metrics Relevant To Service Firms: From Energy Conservation To Energy Productivity, Randle D. Raggio, Peter Ekman, Steve Thompson
Making Energy Metrics Relevant To Service Firms: From Energy Conservation To Energy Productivity, Randle D. Raggio, Peter Ekman, Steve Thompson
Marketing Faculty Publications
Although energy conservation and reduction in environmental impact are on the international and most national agendas, service firms rarely include energy consumption metrics in their strategic decision-making. One reason for the omission is that for service industries, firm level energy utilization is most commonly measured in kilowatt hours per square meter of office space where changes often related to the space rather than the firm performance. The measure also presents several problems for firms in service industries. First, energy conservation and reduction may be counterproductive for service firms that are growing and require energy to sustain that growth. Second, it …
Society Or The Environment? Understanding How Consumers Evaluate Brand Messages About Corporate Social Responsibility Activities, Sara Hanson, Lan Jiang, Jun Ye, Nagesh Murthy
Society Or The Environment? Understanding How Consumers Evaluate Brand Messages About Corporate Social Responsibility Activities, Sara Hanson, Lan Jiang, Jun Ye, Nagesh Murthy
Marketing Faculty Publications
This research examines how and why consumers evaluate brand messages about corporate social responsibility (CSR) activities differently. Insights from secondary data suggest that brands may prioritize environmental activities over social activities, and vice versa, depending on the type of company. Using a field experiment and surveys, we explore whether consumers’ attitudes toward these brand decisions follow company priorities. We find that consumers perceive brands that sell goods and communicate messages about environmental sustainability activities more positively than services companies, while consumers perceive brands that provides services and communicate messages about social sustainability activities more positively than goods companies. We show …