IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i8p3638-d1636925.html
   My bibliography  Save this article

Promoting a Sustainability Culture in the Liquor Industry: Competition or Cooperation?

Author

Listed:
  • Yao Qiu

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Fei Ye

    (School of Management, Chengdu University of Information Technology, Chengdu 610103, China)

  • Zhengkai Wang

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China)

Abstract

As sustainability becomes a vital concern for consumers, liquor firms are increasingly integrating sustainable culture into their brand promotion campaigns. This study examines two liquor firms’ competitive and cooperative promotion strategies of a sustainability culture via a game theoretical model. The analytical results are obtained as follows: (1) The correlation coefficient between sustainability culture and liquor products negatively affects the promotion level of sustainability culture under the cooperative promotion strategy, whereas its impact is non-monotonic under the competitive promotion strategy. (2) Under the cooperative promotion strategy, the initial disparity in sustainability cultures always positively affects the promotion level of the common sustainability culture. However, under the competitive promotion strategy, its impact is the opposite for a liquor firm with a weak sustainability culture and a liquor firm with a strong sustainability culture. (3) The necessary conditions for adopting a cooperative strategy for promoting a common sustainability culture are that the initial disparity in sustainability cultures between the two liquor firms is in a moderate range. Therefore, for managers in the liquor industry, careful assessment of the initial disparity in sustainability cultures is essential when formulating cooperative or competitive strategies. It is also crucial to recognize the nuanced role played by the correlation between sustainability culture and liquor products. Moreover, these findings offer a robust theoretical foundation for future research into the influence of sustainability culture on liquor supply chain ecosystems.

Suggested Citation

  • Yao Qiu & Fei Ye & Zhengkai Wang, 2025. "Promoting a Sustainability Culture in the Liquor Industry: Competition or Cooperation?," Sustainability, MDPI, vol. 17(8), pages 1-29, April.
  • Handle: RePEc:gam:jsusta:v:17:y:2025:i:8:p:3638-:d:1636925
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/8/3638/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/17/8/3638/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Butler, Jeffrey V. & Fehr, Dietmar, 2024. "The causal effect of cultural identity on cooperation," Journal of Economic Behavior & Organization, Elsevier, vol. 221(C), pages 134-147.
    2. Sang‐Hyun Kim & Jong‐Hee Hahn, 2022. "On the profitability of interfirm bundling in oligopolies," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 657-673, August.
    3. Stavros Kalogiannidis & Simeon Karafolas & Fotios Chatzitheodoridis, 2024. "The Key Role of Cooperatives in Sustainable Agriculture and Agrifood Security: Evidence from Greece," Sustainability, MDPI, vol. 16(16), pages 1-20, August.
    4. Anthony William Bennett & Simone Müller Loose, 2024. "User-Centered Development of an Online Dashboard Tool for Economic Sustainability for Small and Medium Enterprises," Sustainability, MDPI, vol. 16(2), pages 1-24, January.
    5. Onur A. Koska, 2020. "Sourcing product quality for foreign market entry," Review of World Economics (Weltwirtschaftliches Archiv), Springer;Institut für Weltwirtschaft (Kiel Institute for the World Economy), vol. 156(3), pages 669-702, August.
    6. Deng, Huixin & Yang, Shaoguang & Jin, Liyin, 2025. "Too assertive to recommend: The effect of assertive tone on referral behavior," Journal of Retailing, Elsevier, vol. 101(1), pages 40-54.
    7. Fong-Ming Yang, 2023. "Little but Sustainable: Wine, Drinking Culture, and Negotiation of Value in Taiwan," Sustainability, MDPI, vol. 15(8), pages 1-11, April.
    8. Jiaying Li & Ying Fu & Ying Wu, 2024. "Advertising and Corporate Green Innovation: From the Perspective of Greenwashing," Sustainability, MDPI, vol. 16(23), pages 1-14, November.
    9. Marzia Ingrassia & Luca Altamore & Claudio Bellia & Giuseppe Lo Grasso & Paula Silva & Simona Bacarella & Pietro Columba & Stefania Chironi, 2022. "Visitor’s Motivational Framework and Wine Routes’ Contribution to Sustainable Agriculture and Tourism," Sustainability, MDPI, vol. 14(19), pages 1-35, September.
    10. Longhua Liu & X. Henry Wang & Chenhang Zeng, 2020. "Endogenous Horizontal Product Differentiation in a Mixed Duopoly," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 56(3), pages 435-462, May.
    11. Valentina Di Chiara & Andrea Battistella & Vasco Boatto & Sandra Furlan & Luca Giavi & Silvia Liggieri & Anna Paiola & Eugenio Pomarici & Stefano Stefanucci, 2024. "Collaborative Approach for Achieving Ambitious Sustainability Goals: The Prosecco Sustainability Project," Sustainability, MDPI, vol. 16(2), pages 1-14, January.
    12. Mohammad Saleh Farazi & Paul Chiambaretto & Anne-Sophie Fernandez & Shanthi Gopalakrishnan, 2024. "Unbundling the impact of current and future competition on cooperation in coopetition projects for innovation," Post-Print hal-04791165, HAL.
    13. Crick, James M. & Crick, Dave, 2021. "Coopetition and family-owned wine producers," Journal of Business Research, Elsevier, vol. 135(C), pages 319-336.
    14. Lara Agnoli & J. François Outreville, 2021. "Wine Consumption and Culture: A Cross‐Country Analysis," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(3), pages 1101-1124, September.
    15. Qiao Liang & Kangwei Ma & Wenhao Liu, 2023. "The role of farmer cooperatives in promoting environmentally sustainable agricultural development in China: A review," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 94(3), pages 741-759, September.
    16. Scott Fay & Shahryar Gheibi, 2024. "The Effect of Probabilistic Selling on Channel Dynamics in Supply Chains," Manufacturing & Service Operations Management, INFORMS, vol. 26(2), pages 632-645, March.
    17. Benoit Faye & Hélène Meral, 2025. "Blend the wine tourism into the local tourism system to cultivate youthful tastes," Post-Print hal-05009152, HAL.
    18. Farazi, Mohammad Saleh & Chiambaretto, Paul & Fernandez, Anne-Sophie & Gopalakrishnan, Shanthi, 2024. "Unbundling the impact of current and future competition on cooperation in coopetition projects for innovation," Research Policy, Elsevier, vol. 53(6).
    19. Kira Gartzou-Katsouyanni, 2024. "How can public policies facilitate local cooperation? insights from the EU’s wine policy," New Political Economy, Taylor & Francis Journals, vol. 29(4), pages 597-615, July.
    20. Wang, Chunan & Wang, Xiaoyu, 2019. "Why do airlines prefer multi-hub networks?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 124(C), pages 56-74.
    21. Xuxin Lai & Nengmin Wang & Bin Jiang & Tao Jia, 2024. "Choosing Recovery Strategies for Waste Electronics: How Product Modularity Influences Cooperation and Competition," Sustainability, MDPI, vol. 16(20), pages 1-31, October.
    22. Yi Deng & Gabriel Picone, 2019. "An empirical analysis of entry and location decisions by bars and liquor stores," Empirical Economics, Springer, vol. 57(5), pages 1751-1782, November.
    23. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    24. Yu Guo & Chunguang Bai & Benjamin Lev, 2025. "Independence or cooperation? Evaluating emission reduction strategies in non-competitive and competitive environments," Journal of the Operational Research Society, Taylor & Francis Journals, vol. 76(4), pages 659-676, April.
    25. Carmen D. Álvarez-Albelo & José Alberto Martínez-González, 2025. "Should bundling agreements between rival firms involve persuasive advertising differentiation?," Journal of Economics, Springer, vol. 144(3), pages 247-268, April.
    26. Zhou, Chi & Bai, Danyang & Li, Tieshan & Yu, Jing, 2025. "Personalized recommendation, behavior-based pricing, or both? Examining privacy concerns from a cost perspective," Omega, Elsevier, vol. 133(C).
    27. Werner Hoffmann & Dovev Lavie & Jeffrey J. Reuer & Andrew Shipilov, 2018. "The interplay of competition and cooperation," Strategic Management Journal, Wiley Blackwell, vol. 39(12), pages 3033-3052, December.
    28. Houba, Harold & Motchenkova, Evgenia & Wang, Hui, 2023. "Endogenous personalized pricing in the Hotelling model," Economics Letters, Elsevier, vol. 225(C).
    29. Zhang, Chuanxi & Chen, Chih-Chun & Gou, Lan & Hsu, Yuan-Teng, 2024. "Bans on eating and drinking: What do investors think?," International Review of Economics & Finance, Elsevier, vol. 96(PB).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xie, Qiuhao & Gao, Ying & Xia, Nini & Zhang, Shuibo & Tao, Guowu, 2023. "Coopetition and organizational performance outcomes: A meta-analysis of the main and moderator effects," Journal of Business Research, Elsevier, vol. 154(C).
    2. Xie, Qiuhao & Ma, Pei & Gao, Ying & Zhang, Shuibo, 2024. "Unpacking coopetition in international strategic alliances: Dimensions, contingencies, and structures," Journal of International Management, Elsevier, vol. 30(6).
    3. Anne Albert Cromarias & Alexandre Asselineau, 2024. "One for all or everyone for themselves: why is coopetition so difficult? The case of four small vineyards in central France," Post-Print hal-03631930, HAL.
    4. Oleg Curbatov, 2013. "The 'Knowledge Marketing': A New Trend In A Management Science World," Post-Print hal-01509370, HAL.
    5. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.
    6. Daniela Andreini & Diego Rinallo & Giuseppe Pedeliento & Mara Bergamaschi, 2017. "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope," Journal of Business Ethics, Springer, vol. 141(3), pages 529-550, March.
    7. Liu, Chihling & Keeling, Debbie Isobel & Hogg, Margaret K., 2016. "Strategy narratives and wellbeing challenges: The role of everyday self-presentation," Journal of Business Research, Elsevier, vol. 69(1), pages 234-243.
    8. Zhanping Hu & Qian Forrest Zhang, 2024. "Alternative agrifood systems and the economic sustainability of farmers' cooperatives: The Chinese experience," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(6), pages 7447-7460, December.
    9. Jinkins, David, 2016. "Conspicuous consumption in the United States and China," Journal of Economic Behavior & Organization, Elsevier, vol. 127(C), pages 115-132.
    10. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    11. Mikko Kurenlahti & Arto O. Salonen, 2018. "Rethinking Consumerism from the Perspective of Religion," Sustainability, MDPI, vol. 10(7), pages 1-18, July.
    12. Blocker, Christopher P. & Ruth, Julie A. & Sridharan, Srinivas & Beckwith, Colin & Ekici, Ahmet & Goudie-Hutton, Martina & Rosa, José Antonio & Saatcioglu, Bige & Talukdar, Debabrata & Trujillo, Carlo, 2013. "Understanding poverty and promoting poverty alleviation through transformative consumer research," Journal of Business Research, Elsevier, vol. 66(8), pages 1195-1202.
    13. Nicola Bellini & Cecilia Pasquinelli, 2016. "Urban brandscape as value ecosystem: The cultural destination strategy of fashion brands," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 5-16, February.
    14. Joy, Annamma & Wang, Jeff Jianfeng & Chan, Tsang-Sing & Sherry, John F. & Cui, Geng, 2014. "M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions," Journal of Retailing, Elsevier, vol. 90(3), pages 347-364.
    15. Heffner, Reid R., 2007. "Semiotics and Advanced Vehicles: What Hybrid Electric Vehicles (HEVs) Mean and Why it Matters to Consumers," Institute of Transportation Studies, Working Paper Series qt9mw1t4w3, Institute of Transportation Studies, UC Davis.
    16. Daniel Mihai Pantazi, 2020. "Is price the main motivation for buying general insurances in Romania? Comparative study 2014 – 2019," Journal of Financial Studies, Institute of Financial Studies, vol. 9(5), pages 147-162, November.
    17. Marcelo Royo-Vela & Jonathan Cuevas Lizama, 2022. "Creating Shared Value: Exploration in an Entrepreneurial Ecosystem," Sustainability, MDPI, vol. 14(14), pages 1-23, July.
    18. Matthew Hawkins, 2019. "The effect of activity identity fusion on negative consumer behavior," Post-Print hal-02014635, HAL.
    19. Burroughs, Benjamin & Burroughs, W. Jeffrey, 2020. "Digital logistics: Enchantment in distribution channels," Technology in Society, Elsevier, vol. 62(C).
    20. Sondes Zouaghi & Amina Béji-Bécheur & Hédia Zannad, 2022. "Zones de contacts inversés et stratégies de réduction des tensions identitaires des minorités culturelles," Post-Print hal-03937510, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:8:p:3638-:d:1636925. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.