バイセ ゼー マリアン   BEISE-ZEE Marian    所属   立命館アジア太平洋大学  国際経営学部    職種   教授
言語種別	英語
発行・発表の年月	2015/03
形態種別	論文（学術誌・プロフェショナル誌）
査読	査読あり
標題	How to Go Green: Unraveling Green Preferences of Consumers
執筆形態	共著
掲載誌名	Asia-Pacific Journal of Business Administration
巻・号・頁	7(1),pp.56-72
著者・共著者	Sony, A., Ferguson, D., Beise-Zee, R.
概要	The paper conceptualizes the difference between four environmental CSR strategies from dimensions of the firm’s discretion and commitment level and highlights the importance of using specific voluntary environmental CSR strategies over involuntary regulatory compliance. An experiment is conducted to investigate how consumers in an emerging Asian market like Thailand respond to different environmental CSR tactics. The results of this study demonstrate that a specific environmental CSR strategy elicits more favorable response than a general approach of complying with regulations. In addition, engaging in green CRM and offering a green product concurrently is perceived as more appealing than employing only either of the two strategies. The key finding is that in the eyes of Thai consumers, green CRM and green product CSR initiatives are substitutable.
DOI	10.1108/APJBA-06-2013-0067