Extending norm activation theory to understand publics' support for environmentally responsible organizations

Abstract

Purpose

Previous studies have empirically examined the positive outcomes organizations can achieve by engaging in environmentally responsible actions, but the underlying mechanism of the reasons why publics engage in supportive behaviors for those organizations has not been examined in light of theoretical foundations. To fill this gap, this paper builds on a foundation of norm activation theory to explore the effect of publics' awareness of environmental consequences on perceived environmental responsibility of organizations and organizational norm, which can have an impact on publics' supportive behavior toward environmentally responsible organizations. The potential relationships between social media use for environmental information and other variables are also explored.

Design/methodology/approach

Drawing on norm activation theory, an online survey was conducted among 288 adults in the United States. Participants were recruited from Amazon Mechanical Turk.

Findings

Findings indicate the impact of individuals' awareness of environmental consequences on their ascription of responsibility to organizations, which influences organizational norm and supportive behavior intention toward organizations.

Originality/value

This study is one of the first attempts to explore the underlying mechanism of publics' support for environmentally responsible organizations.

Citation

Oh, J. and Ki, E.-J. (2023), "Extending norm activation theory to understand publics' support for environmentally responsible organizations", Corporate Communications: An International Journal, Vol. 28 No. 3, pp. 381-399. https://doi.org/10.1108/CCIJ-03-2022-0024