Determinants of the Effects of Sustainability Marketing on consumers’ Purchase Intentions: An Empirical Investigation

Abstract

Sustainability Marketing (SM) is an innovative as well as a provocative area of research in the 21st century owing to the intensified competitive pressure in the business environment. Sustainability is conceptualized to constitute economic, social and environmental dimensions. These are originally premised on the Triple Bottom Line (TBL) approach. The present study examines these elements by acknowledging the nexus between marketing and sustainability to reveal the antecedents and consequences pertaining to SM. This study investigates the feasibility of joint application of sustainability and marketing along with a blueprint of SM’s effect on corporate reputation (CR) and consumers’ purchase intentions (PI). Four hundred and forty respondents from North India were surveyed through email. Structural Equation Modelling (SEM) was employed to examine SM’s effect on CR and PI through sustainability advertising (SA). The study implies that if the practitioners believe in sustainability and want to reap the benefits of favourable CR, they must adopt SA strategies for positioning the firm’s sustainability efforts in the desired way.

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“…Consumers' attitudes and behaviors differ from a conceptual standpoint as well as their level of abstraction. While attitude toward a brand is defined as the “individual's internal evaluation of the brand” (Mitchell & Olson, 1981, p. 318), the behavior of purchase intention (in this research, visit intention and willingness to pay) is related to the process by which customers decide to purchase a service or product in response to the firms' marketing actions (Huarng et al, 2010; A. Sharma et al, 2022; R. Sharma & Kaur, 2021). This suggests attitude‐shaped behaviors.…”