The Role of Stakeholders on the Intention to Implement Sustainable Practices: An Exploratory Research in the Agri-Business Spanish Sector

García-Agüero, Ana Isabel; Terán-Yépez, Eduardo; Belmonte-Ureña, Luis J.; Camacho-Ferre, Francisco

doi:10.1007/978-3-031-52656-5_5

Environmentally Sustainable Production 2024

DOI: 10.1007/978-3-031-52656-5_5

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The Role of Stakeholders on the Intention to Implement Sustainable Practices: An Exploratory Research in the Agri-Business Spanish Sector

Ana Isabel García-Agüero,

Eduardo Terán-Yépez,

Luis J. Belmonte-Ureña

et al.

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2024

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Nurturing Sustainability in Agricultural Firms: The Role of Relational Marketing with Stakeholders and the Moderating Influence of Firm’s Attitudes Toward Sustainability

García-Agüero,

Terán-Yépez,

Belmonte-Ureña

et al. 2024

Springer Proceedings in Business and Economics

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This study delves into the strategic intersection of sustainability practices, relational marketing, and firm attitudes in the agricultural sector, emphasizing the imperative of balancing economic viability with environmental responsibility. As global concerns over climate change, resource depletion, and ethical sourcing escalate, the agricultural industry faces unprecedented challenges that necessitate innovative and enduring solutions. Drawing on stakeholder theory, the study proposes a conceptual framework that integrates a firm’s relational marketing with stakeholders and the implementation of sustainable practices while considering the moderating influence of firm attitudes toward sustainability. The research underscores the pivotal role of stakeholders in driving agricultural firms toward sustainable initiatives, highlighting the positive impact of strong relationships on the adoption of sustainable practices. By fostering collaborative partnerships and demonstrating a firm commitment to sustainability, companies can enhance their social and environmental responsibility while strengthening their competitive advantage. The study also explores the moderating effect of firm attitudes towards sustainability, emphasizing the importance of proactive organizational attitudes in facilitating the relationship between relational marketing and sustainable practices implementation.

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Nurturing Sustainability in Agricultural Firms: The Role of Relational Marketing with Stakeholders and the Moderating Influence of Firm’s Attitudes Toward Sustainability

García-Agüero,

Terán-Yépez,

Belmonte-Ureña

et al. 2024

Springer Proceedings in Business and Economics

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The Role of Stakeholders on the Intention to Implement Sustainable Practices: An Exploratory Research in the Agri-Business Spanish Sector

Cited by 1 publication

References 50 publications

Nurturing Sustainability in Agricultural Firms: The Role of Relational Marketing with Stakeholders and the Moderating Influence of Firm’s Attitudes Toward Sustainability

Nurturing Sustainability in Agricultural Firms: The Role of Relational Marketing with Stakeholders and the Moderating Influence of Firm’s Attitudes Toward Sustainability

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