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Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies

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  • Gleim, Mark R.
  • McCullough, Heath
  • Sreen, Naman
  • Pant, Logan G.

Abstract

As firms seek to compete in an ever-changing environmental landscape, they are increasingly focusing their efforts on corporate social responsibility, in particular sustainable marketing strategies. The present research utilizes contingency theory to examine sustainable marketing strategies as they relate to consumer perceptions of fit. Multiple methods are used to examine consumer perceptions of sustainability fit. First, a qualitative pretest of 88 MBA students is conducted, followed by a scenario-based survey via an online panel of 546 participants. Additionally, an experiment consisting of 185 consumers provides further evidence of support for the impact of sustainability fit on consumer perceptions and firm performance. Collectively, the results suggest that consumer perceptions of fit are an important antecedent of organizational outcomes.

Suggested Citation

  • Gleim, Mark R. & McCullough, Heath & Sreen, Naman & Pant, Logan G., 2023. "Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    • Handle: RePEc:eee:joreco:v:70:y:2023:i:c:s096969892200217x
    DOI: 10.1016/j.jretconser.2022.103124
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