David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 104 (2):269-282 (2011)
The lack of attention to sustainability, as a concept with multiple dimensions, has presented a developmental gap in green marketing literature, sustainability, and marketing literature for decades. Based on the established premise of customer–corporate (C–C) identification, in which consumers respond favorably to companies with corporate social responsibility initiatives that they identify with, we propose that consumers would respond similarly to companies with sustainability initiatives. We postulate that consumers care about protecting and preserving favorable economic environments (an economic dimension of sustainability) as much as they care about natural environments. Thus, we investigate how two sustainability dimensions (i.e., environmental and economic) and price can influence consumer responses. Using an experimental method, we demonstrate that consumers favor sustainability in both dimensions by giving positive evaluations of the company and purchase intent. In addition, consumers respond more negatively to poor company sustainability than to high company sustainability. In comparison, consumers respond more negatively to the company’s poor commitment to caring for the environment than to the company’s poor commitment to economic sustainability. We also find that consumers do not respond favorably to low prices when they have information about the firm’s poor environmental sustainability. Finally, we find support for an interaction effect between consumer support for sustainability and corporate sustainability; that is, consumers evaluate a company more favorably if the company shares the consumers’ social causes. Overall, we conclude, from our empirical study, support for the idea that consumers do respond to multiple dimensions of sustainability.
|Keywords||Sustainability Environment Economical Experiment Consumer responses|
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References found in this work BETA
Tarja Ketola (2008). A Holistic Corporate Responsibility Model: Integrating Values, Discourses and Actions. [REVIEW] Journal of Business Ethics 80 (3):419 - 435.
Julie Pirsch, Shruti Gupta & Stacy Landreth Grau (2007). A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study. [REVIEW] Journal of Business Ethics 70 (2):125 - 140.
Jaywant Singh, Maria del Mar Garcia de los Salmones Sanchez & Igancio Rodriguez del Bosque (2008). Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-Cultural Evaluation. [REVIEW] Journal of Business Ethics 80 (3):597-611.
Citations of this work BETA
Liviu Florea, Yu Ha Cheung & Neil C. Herndon (2013). For All Good Reasons: Role of Values in Organizational Sustainability. [REVIEW] Journal of Business Ethics 114 (3):393-408.
Catherine Janssen, Joëlle Vanhamme, Adam Lindgreen & Cécile Lefebvre (2014). The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers' Perception of Fit with Corporate Social Responsibility. Journal of Business Ethics 119 (1):45-57.
Joel Marcus, Heather A. MacDonald & Lorne M. Sulsky (forthcoming). Do Personal Values Influence the Propensity for Sustainability Actions? A Policy-Capturing Study. Journal of Business Ethics.
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