Sustainability efforts with consumers
Author(s)
Hong, Yuly
Advisor(s)
Dommer, Sara
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Abstract
Despite unprecedented economic and societal growth based on a conventional model of development, accumulating evidence makes clear that “business as usual” is no longer sustainable. Inarguably, companies play a critical role in driving sustainable development, and more and more companies are changing the way they operate to focus more on environmental protection and social inclusion in the pursuit of sustainability. However, changing business practices alone is not enough. Achieving sustainability requires a shift in consumer values and behaviors as well. Central to my dissertation is the notion that firms and consumers can work together to build a more environmentally and socially sustainable society.
In my dissertation, I investigate ways that companies can effectively engage consumers in their sustainability efforts with a particular emphasis on establishing strong relationships with consumers in the pursuit of sustainability. The first chapter of my dissertation examines the benefits of acknowledging customer participation in various company circular economy initiatives such as take-back programs, product repair programs, and reusable takeout container programs. Across seven studies, including both lab experiments and a field experiment, I demonstrate that when a company explicitly acknowledges their customers’ participation in its circular economy programs, customers feel that they are valued as a partner by the company in their joint efforts toward sustainability. The enhanced feelings of social worth lead customers to perceive the company as more sustainable and to increase their future participation intentions as well as actual participation with the company. As the demand grows for “circular economy,” my findings offer companies a viable and straightforward way to strengthen their sustainable image and encourage persistent consumer sustainable behavior.
The second chapter focuses on the positive impact of balanced efforts between companies and consumers in Corporate Social Responsibility (CSR) initiatives. Specifically, I hypothesize that compared to instances where either a company or a consumer more unilaterally advances a CSR effort, companies and consumers engaging in more balanced efforts will lead consumers to perceive the CSR initiative as both fair and belonging jointly to company and consumer. As such, I ultimately predict that CSR initiatives that balance company and consumer efforts will lead consumers to feel greater cohesiveness with the company. Through three studies involving both real company CSR initiatives and hypothetical scenarios, I demonstrate the positive effect of balanced company and consumer CSR efforts on consumer perceptions of cohesiveness and the subsequent purchase intentions with the company.
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Date
2023-08-25
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Resource Type
Text
Resource Subtype
Dissertation