As environment deterioration becomes a major concern for the whole society, an increasing number of companies have implemented environmental responsibility to gain customers＇ support. Through a situational simulation experiment, this article explores how the environmental stigma at industry level could affect consumers＇ evaluation of corporate environmental efforts. The results show that for industries with severe environmental stigma, consumers react positively to corporates＇ substantive environmental actions, hut negatively to symbolic one...
