文献类型：会议论文

英文题名：Study About the Impact on Brand Trust Repair from Environmental Donation After the Exposure of Greenwash

作者：Hou Li-min[1];Lu Ting[1]

机构：[1]East China Univ Sci & Technol, Business Sch, Shanghai, Peoples R China

会议论文集：International Conference on Humanities Science, Management and Education Technology (HSMET)

会议日期：SEP 29-30, 2016

会议地点：Kunming, PEOPLES R CHINA

语种：英文

外文关键词：Greenwash; Environmental donation; Brand trust repair

摘要：Greenwash is a kind of opportunistic behavior, and it would inflict swift devastating blows on enterprise reputation and brand trust once it was exposed. Based on Corporate Social Responsibility Theory and Attribution Theory, this study hypothesized and confirmed that green wash is harmful to brand trust. Regarding trust repair, both strategy of high frequency low amount and high amount low frequency are signally useful. This study is of great significance to repair brand trust for the company which has made a mistake of greenwash.