Green and Famous

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Being favourably evaluated by social entities has always been known to result in perks and benefits. Firms can possess varied set of social approval assets which influence stakeholders' collective perception of them. One of those social approval assets is: Organizational Celebrity. This study aims to investigate whether Organizational Celebrity has a direct effect on a firm's environmental practices. In this paper, I posit that Celebrity is an asset of the firm that directly affects the type of environmental practices a firm possessing this asset adopts. Because Celebrity firm gain their celebrity status by engaging in nonconforming, positively evaluated, behaviours: I propose that these firms should also adopt nonconforming behaviours in the context of their environmental management. The direct effect of stakeholder pressure on the adoption of environmental practices has been well established in the literature. However, no research has focused on the potential effects of Organizational Celebrity a social approval asset of the firm on the firm's adoption of environmental practices.