The impact of green initiatives on environmental legitimacy and admiration of the organization

Communication about environmental policies and practices has become a critical area of focus for corporations. Through an online experiment this study explored the impact of awareness of environmental initiatives on perceived environmental legitimacy and the subsequent impact of legitimacy on organizational admiration. Findings suggest that raising awareness of an organization's environmental initiatives improves environmental legitimacy; however, investigation of the relationship between legitimacy and admiration found that only one dimension of environmental legitimacy influences the level of admiration of an organization. (C) 2009 Elsevier Inc. All rights reserved.