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How and When Retailers’ Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors

Author

Listed:
  • Dianne Hofenk

    (EDM)

  • Marcel Birgelen

    (Radboud University Nijmegen)

  • Josée Bloemer

    (Radboud University Nijmegen)

  • Janjaap Semeijn

    (Open University of the Netherlands)

Abstract

This study aims to address how (through which mechanisms) and when (under which conditions) retailers’ sustainability efforts translate into positive consumer responses. Hypotheses are developed and tested through a scenario-based experiment among 672 consumers. Retailers’ assortment sustainability and distribution sustainability are manipulated. Retailers’ sustainability efforts lead to positive consumer responses (e.g., improved store evaluations) via two underlying mechanisms: consumers’ identification with the store (personal route) and store legitimacy (social route). The effects of sustainability efforts are strengthened if consumers have personal norms favoring shopping at environmentally friendly stores. Remarkably, when controlling for moderation by personal norms, social norms weaken the effects. The findings show that traditional marketing mix elements provide opportunities for retailers to improve their organizations’ bottom line and positively affect consumer (and societal) well-being. This study helps retailers decide whether or not to invest in and communicate about sustainability. Past research has shown the clear potential for positive consumer responses to firms’ sustainability efforts, but little is known about the underlying mechanisms and the conditions under which such responses take place. This study advances theory by examining personal and social factors as mediators and moderators of the retailers’ sustainability efforts–consumer responses relationship.

Suggested Citation

  • Dianne Hofenk & Marcel Birgelen & Josée Bloemer & Janjaap Semeijn, 2019. "How and When Retailers’ Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors," Journal of Business Ethics, Springer, vol. 156(2), pages 473-492, May.
    • Handle: RePEc:kap:jbuset:v:156:y:2019:i:2:d:10.1007_s10551-017-3616-1
    DOI: 10.1007/s10551-017-3616-1
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    7. de Souza, Michele & Pereira, Giancarlo Medeiros & Lopes de Sousa Jabbour, Ana Beatriz & Chiappetta Jabbour, Charbel Jose & Trento, Luiz Reni & Borchardt, Miriam & Zvirtes, Leandro, 2021. "A digitally enabled circular economy for mitigating food waste: Understanding innovative marketing strategies in the context of an emerging economy," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    8. Vadakkepatt, Gautham G. & Winterich, Karen Page & Mittal, Vikas & Zinn, Walter & Beitelspacher, Lauren & Aloysius, John & Ginger, Jessica & Reilman, Julie, 2021. "Sustainable Retailing," Journal of Retailing, Elsevier, vol. 97(1), pages 62-80.
    9. Ebenezer Laryea & Amin Hosseinian-Far & Simon Derrick, 2023. "Climate Justice Implications of Banning Air-Freighted Fresh Produce," Logistics, MDPI, vol. 7(4), pages 1-18, November.
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