ArticleAuthors: Dong Dong; Hao-chieh Chang; Tianjiao Wang (2017)
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 C... 
