This research investigates how two different types of nongovernmental organization (NGO)–business collaboration for green innovation impact consumers’ purchase intentions. The authors carried out three studies, whose findings show that consumers prefer collaborations in which NGOs are integrated into the product development process (NGO co-development) over those that involve corporate giving to NGOs (sales-contingent donations). They show that green credibility works as a mediator, which explains why these two types of collaboration influence consumers’ purchase intentions differently. They also identify aspirational talk about a company’s future ambitions as an important boundary condition. These findings are important for literature on corporate social responsibility (CSR) communication, co-development, and co-branding and contribute to the discussion of the role of business in society.

本研究调查了两种不同类型的非政府组织 (NGO)——绿色创新的商业合作如何影响消费者的购买意愿。作者进行了三项研究，其研究结果表明，消费者更喜欢将非政府组织融入产品开发过程（非政府组织共同开发）的合作，而不是涉及企业向非政府组织捐赠（销售或有捐赠）的合作。他们表明绿色信誉起到了中介作用，这就解释了为什么这两种类型的合作会以不同的方式影响消费者的购买意愿。他们还将关于公司未来抱负的雄心勃勃的谈话确定为重要的边界条件。这些发现对于有关企业社会责任 (CSR) 沟通、共同发展、