The Influence of General Sustainability Attitudes and Value Congruence on Consumer Behavior

被引:0
作者
Corley, J. Ken., II [1 ]
Cazier, Joseph A. [1 ]
Vannoy, Sandra A. [1 ]
机构
[1] Appalachian State Univ, Boone, NC 28608 USA
来源
AMCIS 2012 PROCEEDINGS | 2012年
关键词
Sustainability; Sustainability Reports; Value Congruence; Consumer Loyalty; Purchase Intention; STRUCTURAL EQUATION MODELS; PLS; UNCERTAINTY; INFORMATION; ACCEPTANCE; ADOPTION; TRUST; EASE;
D O I
暂无
中图分类号
TP [自动化技术、计算机技术];
学科分类号
0812 ;
摘要
Sustainability has become a strategic focus within many modern organizations. This is largely attributed to increased public awareness and changes in consumer behavior. One recent trend, `ethical consumerism (EC),' occurs when consumers purchase the goods and services from businesses that share their values. In response, many businesses are adopting `causerelated marketing (CRM)' campaigns to attract and retain customers who regularly engage in EC. Sustainability reporting has been identified as method of CRM capable of attracting and retaining consumers who value sustainability. To investigate this phenomenon we conducted a lab experiment designed to measure consumer behavior (loyalty and purchase intentions) based on the alignment of individual consumer values and organizational values (value congruence). The results of our study suggest (a) general attitudes toward sustainability (GATS) positively and significantly influence value congruence (VC), and (b) VC positively and significantly influences consumer behavior (loyalty and purchase intention).
引用
收藏
页数:10
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