“…In popular business literature, “new corporate environmentalism” (Jermier, Forbes, Benn, & Orsato, ) stresses the competitive value of going beyond “compliance.” Eco‐modernist greening seems to be a pragmatic move, even “a seductive script” (Fineman, : 23), albeit one that may be distrusted by managers, perhaps because they deny the moral status of environmentalist claims (Crane, ). Research by economists, intended to contribute to a “business case” for greening organizations, found that new environmental standards increased employees' effort levels and well‐being, especially because employees saw their jobs as more useful (Delmas & Pekovic, ; Lanfranchi & Pekovic, ) and affected whether potential employees saw firms as appealing (Grolleau, Mzoughi, & Pekovic, ). Showing environmental concern is a strategy used by firms who have caused environmental damage and who are thus facing a hostile community reaction (including from potential and actual workers; Heyes & Kapur, ).…”