Abstract

Within the current global landscape, internationalizing organizations are increasingly seeking ways to gain legitimacy, or social acceptance, within the foreign markets they exist in. This current article proposes that enviropreneurial marketing strategies can be placed in the arsenal of tools firms may employ to gain organizational legitimacy. Across two studies, this article hypothesizes and empirically tests the mediating roles that pragmatic and moral legitimacy play in the relationships between enviropreneurial marketing and outcomes on firm constituents such as consumers and employees. The results show that while pragmatic legitimacy is a significant mediator of such relationships, moral legitimacy is not.

摘要

在当前的全球形势下，国际化组织正越来越多地寻求在其所存在的国外市场中获得合法性或社会认可度的方法。本篇文章建议，可以将环境营销策略放在公司用来获取组织结构的工具库中合法性。在两项研究中，本文假设并通过实证检验了务实和道德合法性在环境营销与企业要素（如消费者和雇员）的业绩之间的关系中所起的中介作用。结果表明，虽然实用合法性是这种关系的重要调解人，但道德合法性却不是。