The benefit of virtue signaling: Corporate sleight-of-hand positively influences consumers’ judgments about “social license to operate”

When confronted with concerns or backlash as a result of their environmental or sustainability performance, companies may elect to address them head-on by directly correcting their real or perceived misdeeds. However, it is often the case that businesses are unwilling or unable to address their transgressions directly; in these cases, they may elect to draw attention to indirect substantiality benefits unfolding in areas unrelated to where the...