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Perfect or Imperfect Duties? Developing a Moral Responsibility Framework for Corporate Sustainability from the Consumer Perspective

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  • Sojin Jung
  • Jung Ha‐Brookshire

Abstract

The moral responsibility theory of corporate sustainability argues that the extent of corporations' commitment toward sustainable development depends on how they perceive sustainability within the moral spectrum – from perfect to imperfect duties. This study assessed consumers' perceptions toward corporate sustainability and whether the moral spectrum toward corporate sustainability exists. After reviewing the corporate sustainability reports of 22 consumer product companies considered sustainable, 44 unique sustainable business activities were identified. These activities were then tested by a national sample of 271 US consumers. The results showed that participants perceived working conditions and environmental support activities to be the most important corporate duties (or perfect duties), followed by community development and transparency enhancement activities (or imperfect duties). This study also found differences in perceptions according to participants' demographic characteristics. These findings add knowledge to the area of corporate moral responsibility, and help firms have a clear understanding of consumers' expectations on corporate moral responsibility toward sustainable development. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

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  • Sojin Jung & Jung Ha‐Brookshire, 2017. "Perfect or Imperfect Duties? Developing a Moral Responsibility Framework for Corporate Sustainability from the Consumer Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(4), pages 326-340, July.
    • Handle: RePEc:wly:corsem:v:24:y:2017:i:4:p:326-340
    DOI: 10.1002/csr.1414
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    2. Khizar Hayat & Zhu Jianjun & Hashim Zameer & Shahid Iqbal, 2020. "Understanding the influence of corporate social responsibility practices on impulse buying," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1454-1464, May.
    3. Naïade Anido Freire & Leïla Loussaïef, 2018. "When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 565-582, July.
    4. Hsiu‐Hua Chang & Wei‐Jen Chuang, 2021. "Encourage stakeholder engagement in sustainable development: Drivers of consumers themselves benefits and society welfares," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 748-762, March.
    5. Marco Lerro & Riccardo Vecchio & Francesco Caracciolo & Stefano Pascucci & Luigi Cembalo, 2018. "Consumers' heterogeneous preferences for corporate social responsibility in the food industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1050-1061, November.
    6. Stacy H.N. Lee & Jung Ha‐Brookshire & Pui‐Sze Chow, 2018. "The moral responsibility of corporate sustainability as perceived by fashion retail employees: a USA‐China cross‐cultural comparison study," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1462-1475, December.
    7. Shamsiya Kudratova & Xiaoxia Huang & Khikmatullo Kudratov & Shohrukh Qudratov, 2020. "Corporate sustainability and stakeholder value trade‐offs in project selection through optimization modeling: Application of investment banking," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 815-824, March.
    8. Nuria Calvo & Flora Calvo, 2018. "Corporate social responsibility and multiple agency theory: A case study of internal stakeholder engagement," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1223-1230, November.
    9. Constanza Bianchi & Valentina Reyes & Veronica Devenin, 2020. "Consumer motivations to purchase from benefit corporations (B Corps)," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1445-1453, May.
    10. Chung‐Wha (Chloe) Ki & Sangsoo Park & Jung E. Ha‐Brookshire, 2021. "Toward a circular economy: Understanding consumers' moral stance on corporations' and individuals' responsibilities in creating a circular fashion economy," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1121-1135, February.

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