סמינר בשיווק

TAMAR MAKOV PhD Candidate, School of Forestry and Environmental Studies, Yale University

Many organizations across a wide range of industries have sought to align their financial goals with environmental ones by identifying strategies that maximize profits while minimizing environmental impacts. Although such 'win-win' strategies are generally thought to reflect positively on companies employing them, here we find that people tend to respond negatively to the notion of profiting from environmental initiatives. In fact, observers may evaluate environmental win-wins less favorably than profit-seeking strategies that have no environmental benefits. In a series of studies, we provide evidence suggesting that the negative response to environmental win-wins results from a fundamental psychological divide between social relationships that are perceived as communally-oriented versus those that are perceived as market-oriented.  The present studies demonstrate that how those initiatives are communicated may be of central importance for avoiding this type of backlash.