Journal of Business Ethics 104 (2):269-282 (2011)
|Abstract||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||No keywords specified (fix it)|
|Through your library||Configure|
Similar books and articles
Béatrice Parguel, Florence Benoît-Moreau & Fabrice Larceneux (2011). How Sustainability Ratings Might Deter 'Greenwashing': A Closer Look at Ethical Corporate Communication. Journal of Business Ethics 102 (1):15-28.
Lizet Quaak, Theo Aalbers & John Goedee (2007). Transparency of Corporate Social Responsibility in Dutch Breweries. Journal of Business Ethics 76 (3):293 - 308.
Jacob Park (2007). China's Rapid Industrialization and its Sustainability Discontents. International Corporate Responsibility Series 3:365-375.
Julia Lackmann, Jürgen Ernstberger & Michael Stich (2012). Market Reactions to Increased Reliability of Sustainability Information. Journal of Business Ethics 107 (2):111-128.
John Gowdy (2001). Strong Versus Weak Sustainability. Environmental Ethics 23 (2):155-168.
Jacob Park (unknown). China's Rapid Industrialization and its Sustainability Discontents: Understanding the Strategic Implications for Business. :365-375.
Robert Ayres, Jeroen van den Berrgh & John Gowdy (2001). Strong Versus Weak Sustainability: Economics, Natural Sciences, and Consilience. Environmental Ethics 23 (2):155-168.
Marcel van Marrewijk & Marco Werre (2003). Multiple Levels of Corporate Sustainability. Journal of Business Ethics 44 (2-3).
Marcel Van Marrewijk & Marco Werre (2003). Multiple Levels of Corporate Sustainability. Journal of Business Ethics 44 (2/3):107 - 119.
Tobias Hahn & Frank Figge (2011). Beyond the Bounded Instrumentality in Current Corporate Sustainability Research: Toward an Inclusive Notion of Profitability. Journal of Business Ethics 104 (3):325-345.
Andrea Caldelli & Marisa Luisa Parmigiani (2004). Management Information System – a Tool for Corporate Sustainability. Journal of Business Ethics 55 (2):159 - 171.
Tom Spector (2006). Does the Sustainability Movement Sustain a Sustainable Design Ethic for Architecture? Environmental Ethics 28 (3):265-283.
Longinos Marin, Salvador Ruiz & Alicia Rubio (2009). The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior. Journal of Business Ethics 84 (1).
Longinos Matin, Salvador Ruiz & Alicia Rubio (2009). The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior. Journal of Business Ethics 84 (1):65 - 78.
Joseph Tainter (2003). A Framework for Sustainability. World Futures 59 (3 & 4):213 – 223.
Added to index2011-11-03
Total downloads8 ( #123,255 of 549,699 )
Recent downloads (6 months)1 ( #63,425 of 549,699 )
How can I increase my downloads?