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Customers' values and beliefs about sustainable corporate performance and buying behavior
Klunder, Christy Collins Steg, Linda Koning, Martine
Klunder, Christy Collins
Steg, Linda
Koning, Martine
Abstract
Sustainable corporate performance (SCP) requires balancing a corporation's economic, social, and environmental performance. This research explores values, beliefs about the importance of SCP, and buying behaviors of supermarket customers from within a stakeholder framework. Beliefs about the importance of SCP (both social and environmental, but not economic) were found to be related to values. Also, it was found that customers' environmentally responsible buying behaviors were related to their beliefs about the importance of environmental SCP. However their socially responsible buying was not related to their beliefs about the importance of social SCP. Responsible buying behavior may be facilitated by providing reliable information about environmental and social aspects of products. Marketing professionals have a central role to play in moving towards a greater level of corporate transparency and sustainability.
Keywords
Date
2007
Type
Journal article
Journal
Psychology and Marketing
Book
Volume
24
Issue
6
Page Range
555-577
Article Number
ACU Department
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
File Access
Controlled