In this paper, we use the concept of cognitive dissonance to understand how firms balance cognition and behavior within the framework of their environmental strategies. By understanding the paths for dissonance reduction, the motives for choosing one path over another, and the factors influencing the chouce of a particular path by a business firm, we develop propositions regarding how firms make strategic choices with regard to environmental behavior.
Department, Program, or Center
Conference Proceedings for IABS Conference, 2001: Sustainable Scholarship, Sedona, AZ -- The Move to Environmental Services: Understanding Environmental Strategy through the Lens of Cognitive Dissonance, with Stelios Zyglidopoulos, 148, 2001
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