Using Sustainability Reports as a Method of Cause Related Marketing for Competitive Advantage
This study explores the impact of sustainability reporting on consumer behavior. In this study, the authors measure consumer perception and behavior using the constructs value congruence, trust, loyalty, and purchase intention. To test otheur research model and hypotheses they collected survey data during an online experimental simulation. During the simulation participants were presented with information about a fictional retailer of digital music, movies, and MP3 players. Consumer behavior data were collected from participants before and after presenting information about the sustainability report of the fictitious retailer. The results of the study suggest sustainability reporting has a significant and positive impact on consumer behavior. Therefore, it may prove to be an effective method of cause related marketing used to attract conscientious consumers.