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What makes consumers respond to creating shared value strategy? Considering consumers as stakeholders in sustainable development

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  • Su‐Jung Nam
  • Hyesun Hwang

Abstract

Creating shared value is a strategic approach for sustainable development connected to social value that moves away from a corporation's profit and competition‐oriented strategies. This study examines consumers' responses, including attitudes and intentions to participate in a strategy creating shared value by applying the persuasion knowledge model. Results reveal that consumers formed positive attitudes mainly through persuasive knowledge, which led to higher intentions to participate in creating the shared value strategy. This study also provides evidence for the role of consumers' propensity for socially responsible consumption, and intentions became stronger when consumers had a strong propensity for socially responsible consumption. This study elaborates on the discussion around corporations' strategies for achieving a sustainable society through social‐centric corporate strategies that can be developed by reconciling corporate and consumer morality in the marketplace.

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  • Su‐Jung Nam & Hyesun Hwang, 2019. "What makes consumers respond to creating shared value strategy? Considering consumers as stakeholders in sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 388-395, March.
    • Handle: RePEc:wly:corsem:v:26:y:2019:i:2:p:388-395
    DOI: 10.1002/csr.1690
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    References listed on IDEAS

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    1. Marcelo Royo-Vela & Jonathan Cuevas Lizama, 2022. "Creating Shared Value: Exploration in an Entrepreneurial Ecosystem," Sustainability, MDPI, vol. 14(14), pages 1-23, July.
    2. Shah, Muhammad Umair & Guild, Paul D., 2022. "Stakeholder engagement strategy of technology firms: A review and applied view of stakeholder theory," Technovation, Elsevier, vol. 114(C).
    3. Marcela Rocha Haase Uhlig & Emerson Wagner Mainardes & Valcemiro Nossa, 2020. "Corporate social responsibility and consumer's relationship intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 313-324, January.
    4. Wei‐jian Li & Wei Zhu & Bin Wang, 2023. "The impact of creating shared value strategy on corporate sustainable development: From resources perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2362-2384, September.
    5. 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.
    6. Sang-soo Kim & Woo-yeul Baek & Kevin K. Byon & Sung-bum Ju, 2020. "Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team," Sustainability, MDPI, vol. 12(18), pages 1-12, September.
    7. María Rosario González‐Rodríguez & María Carmen Díaz‐Fernández, 2020. "Customers' corporate social responsibility awareness as antecedent of repeat behaviour intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1294-1306, May.

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