This cross-country study statistically investigates the determinants of environmental orientation of entrepreneurial activity. It builds on a new institutional theory framework and uses data gathered in the course of the Global Entrepreneurship Monitor to examine the institutional impacts and individual characteristics which influence the degree of environmental orientation of entrepreneurial activity, using a multilevel analysis. Our key findings are threefold: First, the results indicate that environmental orientation is frequently used as a source for securing legitimacy of entrepreneurial ventures. Second, we find lower degrees of environmental orientation among more educated entrepreneurs. Third, for many variables, such as age, gender and income, differences are observed when compared to earlier findings on the determinants of social entrepreneurship. Policy makers can learn from the analysis that policy measures should not only be designed specifically for environmental entrepreneurship, but also be adapted to the domestic economic circumstances, as, for example, environmental taxes only show significant effects on environmental orientation of entrepreneurial ventures in OECD countries. From a practitioner's perspective, this indicates that a lack of regulation can provide opportunities for environmentally oriented entrepreneurial ideas.Mankind has become the main driver of global environmental change and caused numerous types of environmental problems, such as resource depletion, biodiversity loss and global warming (Steffen et al.

Purpose:Corporations are under increasing pressure to communicate their position and policies with regards to corporate social responsibility (CSR), informing consumers about the corporations' good intentions and actions in order to appear trustworthy. Corporations have been asked to engage in a dialogue with their consumers. However, academic literature still lacks empirical research that examines how consumers react to asymmetric versus symmetric communication strategies.Design/methodology/approach: The present paper closes this gap and evaluates how consumers react to different CSR communication approaches on social media, specifically on Twitter. The study is based on a sample of 507 respondents in the UK, representing a welleducated population of social media users. The sample was divided into two sub-samples, one receiving a set of tweets with an asymmetric CSR communication approach (N = 242), the other one with a symmetric CSR communication approach (N = 265). Findings:Our main finding is that an asymmetric communication approach performs generally better than a symmetric communication approach. However, consumers' involvement and their own personal information processing mechanisms also play a significant role when evaluating the trustworthiness of corporations.Originality/value: The paper provides insights in how corporations should communicate with consumers on Twitter and what characteristics they should take into consideration to achieve consumer trust.

Purpose-Corporate social responsibility (CSR) communication is becoming increasingly important for brands and companies. Social media such as Twitter may be platforms particularly suited to this topic, given their ability to foster dialogue and content diffusion. The purpose of this paper is to investigate factors driving the effectiveness of CSR communication on Twitter, with a focus on the communication strategies and elements of storytelling. Design/methodology/approach-Using a sample of 281,291 tweets from top global companies in the food sector, automated content analysis (including supervised machine learning) was used to investigate the influence of CSR communication, emotion, and aspirational talk on the likelihood that Twitter users will retweet and like tweets from the companies. Findings-The findings highlight the importance of aspirational talk and engaging users in CSR messages. Furthermore, the study revealed that the companies and brands on Twitter that tweeted more frequently about CSR were associated with higher overall levels of content diffusion and endorsement. Originality/value-This study provides important insights into key aspects of communicating about CSR issues on social networking sites such as Twitter and makes several practical recommendations for companies.

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