Can Sustainability & Marketing Co-Exist? An Empirical Exploration of Consumer Perceptions and Brand Challenges with Sustainable Initiatives Open Access

Abstract

This dissertation aims to produce insights around consumer perceptions of corporate social responsibility and sustainability initiatives and their resulting impact on brands and firms. Additionally, this dissertation seeks to promote an understanding of corporate social responsibility and sustainability across various stakeholders, as examined from its early days as philanthropy to its current state as a central feature of firm strategy. Chapter 1 provides an introduction to this dissertation. Chapter 2 traces the evolution of corporate social responsibility (CSR) in America. It follows the role of CSR as an element of employee/employer relations to its multi-faceted role today with consumers, society, and firm stakeholders. Chapters 3 and 4 form an empirical investigation into various factors of CSR/sustainability initiatives that impact consumer awareness and support. Chapter 3 seeks to establish a negative bias that consumers hold against sustainability initiatives related to brand size. This research explores the construct of authenticity and its role with perceived profit orientation specific to sustainability and brand size. Chapter 4 investigates the importance of communicated motive with brands and sustainability efforts. This work examines the impact of skepticism and transparency as critical tenets of consumer support of sustainability-centric products. Overall, the goal of this dissertation is to add novel insights to the academic literature and propose actionable recommendations for marketers, with the hope that products that better serve society and our planet will flourish. These results provide evidence to understand better overall consumer sentiments that help overcome challenges that brands may encounter with sustainability efforts.

Table of Contents

SECTION                                                                                                                 PAGE

I.             ACKNOWLEDGEMENTS                                                                        7

 

II.           CHAPTER 1- INTRODUCTION                                                             10

 

III.         CHAPTER 2- THE EVOLUTION OF CORPORATE

SOCIAL RESPONSIBILITY IN AMERICA                                          18

3.1      Overview                                                                                          18

3.2      A Modern Outlook of CSR                                                               30

 

IV.         CHAPTER 3- WHEN BIG IS BAD: THE ROLE OF

BRAND SIZE AND AUTHENTICITY IN CONSUMER SUPPORT

OF SUSTAINABILITY INITIATIVES                                                    35

4.1      Introduction                                                                                       35

4.2      Background and Hypotheses                                                             40

4.3      Overview of Studies                                                                          50

4.4      Conclusion                                                                                        72

 

V.           CHAPTER 4- CAUSE BENEFICIAL OR CAUSE

EXPLOITATIVE? THE EFFECTIVENESS OF

DUAL MOTIVE COMMUNICATIONS ON

CONSUMER SKEPTICISM OF SUSTAINABLE GOODS                  74

5.1      Introduction                                                                                       74

5.2      Background and Hypotheses                                                             78

5.3      Overview of Studies                                                                          82

5.4      Conclusion                                                                                        103

 

VI.         REFERENCES                                                                                            105

 

VII.       LIST OF TABLES & FIGURES                                                               123

           

VIII.    LIST OF APPENDICES                                                                             124

About this Dissertation

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School	Laney Graduate School
Department	Business
Subfield / Discipline	Marketing
Degree	Ph.D.
Submission	Dissertation
Language	English
Research Field	Sustainability Business Administration, Management Business Administration, Marketing
Keyword	Branding Sustainability Corporation Social Responsibility Marketing Strategy Consumer Behavior
Committee Chair / Thesis Advisor	Jag Sheth, Emory University
Committee Members	Sandy Jap, Emory University Wes Longhofer, Emory University Morgan Ward, Emory University Doug Bowman, Emory University

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