Chief marketing officers' future focus and firms' sustainability marketing commitment

Abstract

PurposeThis study examines a moderated moderation model in which the hardiness of chief marketing officers (CMOs) moderates the relationship between CMOs' future focus and firms' sustainability marketing commitment (SMC), and this moderating effect is moderated by CMOs' proactive personality.Design/methodology/approachA sample of 298 CMOs of firms in Vietnam was surveyed to collect data. Confirmatory factor analysis was employed to validate the measures of the constructs used in the model and structural equation modeling (SEM) was used to test the model and hypotheses.FindingsThe SEM results reveal that CMOs' future focus had a positive relationship with firms' SMC. Furthermore, both CMOs' hardiness and its interaction with CMOs' future focus had positive effects on firms' SMC. Finally, the three-way interaction between CMOs' future focus, hardiness and proactive personality had a positive effect on firms' SMC.Practical implicationsThe study findings assist firms in emerging markets in understanding the roles of some key personality-based resources of CMOs in fostering firms' SMC.Originality/valueThis study is among the first to investigate the roles of CMOs' personality-based resources (i.e. future focus, hardiness and proactive personality) in firms' SMC, offering insight into the sustainability marketing literature.

Three-way interaction and multiple mediation models: Environmental strategy and sustainability marketing commitment applications

“…Long-term business direction hinged on sustainability development can provide viability of enhanced industry performance alongside implementation of environmental strategies and solidifying SMC (Bamgbade et al, 2017). Previous studies have observed that positive attitude in managers has favorable impact on environmental behavior and taking a proactive stance in the implementation of environmental strategies is more influential and has positive effect on SMC (Thu and Tho, 2023). Therefore, owners and managers should explicitly show strong commitment to motivating employees to improve service capabilities and service quality to amplify service attractiveness as competitive advantage.…”