Corporate environmentalism is accepted,while environmental orientation is suspected as greenwash by consumers.The study attempts to provide a conceptual model for the correlation between corporate environmentalism,legitimate perception and consumer environment-friendly buying behavior using perceived consumer effectiveness as the moderator.It conducts a survey of a sample of 312 consumers from'two-type society'experimental region of Wuhan and Changsha.The empirical results based on structural equation model show that corporate environmentalism ...
