Substantive Implementation with Symbolic Silence: The Strategic Publication of Certification Status

Keywords

institutional theory, certification, decoupling, impression management, prosocial claims, greenwash, sustainability

Abstract

In this article, we examine why organizations may at times substantively implement a practice, but choose not to symbolically signal such implementation. Central to our theory is the notion that concerns about being perceived as a hypocrite may cause organizations to remain symbolically silent about their organizational activities. Using a longitudinal panel of corporations that obtained a prominent environmental certification, we show that organizations are less likely to publicize their certification status when recent organizational activities directly contradict the claims implied by the certification and when such contradictions are readily apparent and understood. These findings contribute to the organizational literature by introducing a more nuanced form of decoupling and exploring an overlooked distinction between obtaining and publicizing certifications. They also help to delineate new boundary conditions under which firms will make prosocial claims and provide insights into how corporations strategically communicate with external constituents about their sustainability initiatives.

Original Publication Citation

Academy of Management Meetings. “Substantive implementation with symbolic silence: The strategic publication of certification status.” Vancouver, BC, Canada, August 11, 2015.

Document Type

Peer-Reviewed Article

Publication Date

2015

Publisher

Academy of Management Meetings

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Associate Professor

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