Consumer legitimacy: conceptualization and measurement scales

Abstract

Purpose This paper aims to propose the concept of consumer legitimacy, develops scales to measure this concept and shows its utility and relevance in the international marketing field. Design/methodology/approach A four-step deductive approach (construct definition, item generation, scale purification and scale validation) is used to develop scales for three dimensions of consumer legitimacy, then a structural model of antecedents and outcomes of the construct provides validity for the developed scales. Findings Results validate the developed scales with different multinational enterprise contexts across two countries. It is found that perception of social responsibility influences three dimensions of consumer legitimacy, both moral and cognitive legitimacy influence willingness to buy firm products, and moral legitimacy influences attitudes toward the firm. Practical implications As a crucial resource, legitimacy can offer firms comparative advantages that lead to competitive advantages. The findings of this research provide a new perspective on how firms may measure, acquire and/or increase this resource. Originality/value This paper shifts the discussion of legitimacy to a key firm stakeholder that has been ignored in the literature: consumers. Thus, it implies that both researchers and practitioners should provide stronger consideration to the consumer role in granting legitimacy.

Employing Enviropreneurial Marketing Strategies to Gain Legitimacy

“…These legitimacy-seeking strategies influence levels of legitimacy dimensions (e.g. pragmatic legitimacy and moral legitimacy), and ultimately influence stakeholders such as consumers and employees (Randrianasolo & Arnold, 2020). Employing the theoretical understandings of the legitimation process, this current article proposes that enviropreneurial marketing strategies can be considered as a legitimacy-enhancing firm behavior, which influences dimensions of legitimacy and ultimately stakeholders such as consumers and employees.…”

“…Organizational legitimacy is the social acceptance of an organization by its constituents within the environment that the organization exists in (Arnold et al, 1996;Campbell et al, 2012;Suchman, 1995). These constituents include consumers, employees, suppliers, and foreign governments (Esteban-Lloret et al, 2018;Johnson & Holub, 2003;Randrianasolo & Arnold, 2020). When internationalizing organizations gain legitimacy, they reduce levels of LOF, and in turn enjoy benefits such as favorable attitudes toward the firm, better access to distribution channels, and increases in consumer purchase intentions (Campbell et al, 2012;Randrianasolo & Arnold, 2020;Singh et al, 1986).…”

“…These constituents include consumers, employees, suppliers, and foreign governments (Esteban-Lloret et al, 2018;Johnson & Holub, 2003;Randrianasolo & Arnold, 2020). When internationalizing organizations gain legitimacy, they reduce levels of LOF, and in turn enjoy benefits such as favorable attitudes toward the firm, better access to distribution channels, and increases in consumer purchase intentions (Campbell et al, 2012;Randrianasolo & Arnold, 2020;Singh et al, 1986). Ultimately, gaining legitimacy increases firm survival in foreign environments (Campbell et al, 2012;Suchman, 1995).…”

“…Based on institutional theory, it has long been stated in international business and international marketing literature that companies must gain legitimacy in foreign markets to overcome LOF and survive (Bianchi, 2011;Kostova & Zaheer, 1999). Gaining organizational legitimacy and overcoming LOF can boost positive consumer attitudes, consumer willingness to buy firm products, and consumer word-of-mouth (WOM) intentions (Campbell et al, 2012;Randrianasolo, 2018;Randrianasolo & Arnold, 2020).…”

“…As previously mentioned, cognitive legitimacy refers to a constituent's acceptance of an organization as a permanent part of their society, moral legitimacy refers to the constituent's acceptance based on the moral goodness of the organization, and pragmatic legitimacy refers to an acceptance of the firm by its constituents based on the firm's ability to show that it brings practical benefits to the constituent (Randrianasolo & Arnold, 2020;Suchman, 1995). Enviropreneurial marketing strategies communicate the practical benefits to constituents because it is based on addressing environmental concerns which influence the constituent's environment.…”