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Unveiling the Power of Corporate Citizenship: A Deep Dive into Brand Confidence, Loyalty, Green Innovation, and Sustainable Buying Intentions

Author

Listed:
  • Yeboah, Abraham
  • Asuamah Yeboah, Samuel
  • Mogre, Diana

Abstract

This study examines the impact of Corporate Citizenship (CC) on sustainable purchase intentions, with a focus on the fast fashion industry. The research explores how CC initiatives, brand confidence, loyalty, and green innovation performance (GIP) influence consumer behaviour toward sustainability. The findings reveal that CC positively affects consumer trust, leading to higher brand confidence and loyalty, which, in turn, drive sustainable purchase intentions. Additionally, green innovation is a key mediator in enhancing brand performance and consumer loyalty. However, the study identifies a gap in empirical research regarding the serial mediation effects of brand confidence and brand loyalty, highlighting the need for further investigation. Policy implications suggest that governments and regulatory bodies should incentivise businesses to adopt robust CC initiatives, promoting transparency and sustainable practices. The study concludes by offering directions for future research, including cross-industry analyses, the role of social media in CC communication, and the long-term effects of CC on brand loyalty.

Suggested Citation

  • Yeboah, Abraham & Asuamah Yeboah, Samuel & Mogre, Diana, 2024. "Unveiling the Power of Corporate Citizenship: A Deep Dive into Brand Confidence, Loyalty, Green Innovation, and Sustainable Buying Intentions," MPRA Paper 122394, University Library of Munich, Germany, revised 18 Sep 2024.
    • Handle: RePEc:pra:mprapa:122394
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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