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| Tekijä: | Choi, S. Ng, A. |
| Otsikko: | Environmental and economic dimensions of sustainability and price effects on consumer responses |
| Lehti: | Journal of Business Ethics
2011 : DEC, VOL. 104:2, p. 269-282 |
| Asiasana: | consumer behaviour pricing social responsibility social marketing sustainable development multivariate analysis market orientation |
| Kieli: | eng |
| Tiivistelmä: | The missing attention to sustainability, as a multiple dimension concept, has caused a developmental gap in green marketing literature, sustainability, and marketing literature for decades. Founded on the established premise of customer-corporate (C-C) identification, where consumers respond positively to companies with corporate social responsibility initiatives they can identify with, we suggest that consumers might respond similarly to companies with sustainability initiatives. We assume that consumers want to protect and preserve favorable economic environments (an economic dimension of sustainability) as much as natural environments. Thus, we examine how two sustainability dimensions (i.e., environmental and economic) and price affect consumer responses. Using an experimental method, we show that consumers favor both sustainability dimensions by giving positive assessments of the company and purchase intent. Additionally, they respond more negatively to poor company sustainability compared to high company sustainability. In comparison, consumers respond more negatively to the company's lack of commitment to caring for the environment than to the lack of commitment to economic sustainability. Consumers are also found not to respond favorably to low prices combined with information about poor environmental sustainability of the firm. Finally, support is found for an interaction effect between consumer sustainability support and corporate sustainability; that is, consumers give a company more favorable evaluations if the company shares the consumers' social causes. Overall, support is found for the idea of consumers responding to multiple dimensions of sustainability. |
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