Unveiling the Power of Corporate Citizenship: A Deep Dive into Brand Confidence, Loyalty, Green Innovation, and Sustainable Buying Intentions

Yeboah, Abraham and Asuamah Yeboah, Samuel and Mogre, Diana (2024): Unveiling the Power of Corporate Citizenship: A Deep Dive into Brand Confidence, Loyalty, Green Innovation, and Sustainable Buying Intentions.

Abstract

This study examines the impact of Corporate Citizenship (CC) on sustainable purchase intentions, with a focus on the fast fashion industry. The research explores how CC initiatives, brand confidence, loyalty, and green innovation performance (GIP) influence consumer behaviour toward sustainability. The findings reveal that CC positively affects consumer trust, leading to higher brand confidence and loyalty, which, in turn, drive sustainable purchase intentions. Additionally, green innovation is a key mediator in enhancing brand performance and consumer loyalty. However, the study identifies a gap in empirical research regarding the serial mediation effects of brand confidence and brand loyalty, highlighting the need for further investigation. Policy implications suggest that governments and regulatory bodies should incentivise businesses to adopt robust CC initiatives, promoting transparency and sustainable practices. The study concludes by offering directions for future research, including cross-industry analyses, the role of social media in CC communication, and the long-term effects of CC on brand loyalty.

• Item Type: MPRA Paper
• Language: English
• Keywords: Sustainable business, green innovation, sustainable purchase intentions, serial mediation, systematic review
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration > M14 - Corporate Culture ; Diversity ; Social Responsibility; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; O - Economic Development, Innovation, Technological Change, and Growth > O3 - Innovation ; Research and Development ; Technological Change ; Intellectual Property Rights > O33 - Technological Change: Choices and Consequences ; Diffusion Processes

References

Abrams, D., & Hogg, M. A. (2016). Metatheory: Lessons from social identity research. In Theory Construction in Social Personality Psychology (pp. 98-106). Psychology Press.

Abrams, R., Han, S., & Hossain, M. T. (2021). Environmental performance, environmental management and company valuation. Journal of Global Responsibility, 12(4), 400-415.

Achabou, M. A. (2020). The effect of perceived CSR effort on consumer brand preference in the clothing and footwear sector. European Business Review, 32(2), 317-347.

Adelodun, B., Kareem, K. Y., Kumar, P., Kumar, V., Choi, K. S., Yadav, K. K., Yadav, A., ElDenglawey, A., Cabral-Pinto, M., Son, C. T., Krishnan, S., & Khan, N. A. (2021). Understanding the impacts of the COVID-19 pandemic on sustainable agri-food system and agroecosystem decarbonisation nexus: A review. Journal of Cleaner Production, 318, 128451.

Aghaei, M., Ghasemian Sahebi, A., & Kordheydari, R. (2021). The effect of COVID-19 on marketing innovations and corporate social responsibility (case study: active companies in the food industry). International Journal on Customer Relations, 8(2), 15-26.

Ajzen, I. (2020). The theory of planned behaviour: Frequently asked questions. Human behaviour and emerging technologies, 2(4), 314-324.

Ajzen, I. (1991). The theory of planned behaviour. Organisational Behaviour and Human Decision Processes, 50(2), 179-211.

Alam, M. M. D., Al Karim, R., & Habiba, W. (2021). The relationship between CRM and customer loyalty: the moderating role of customer trust. International Journal of Bank Marketing, 39(7), 1248-127.

Ali, F., & Sohail, M. (2018). Effects of Corporate Social Responsibility Consumer purchase intention. Pakistan Journal of Humanities and Social Sciences, 6(4).

Ali, S. S., & Kaur, R. (2021). Effectiveness of corporate social responsibility (CSR) in implementation of social sustainability in warehousing of developing countries: A hybrid approach. Journal of Cleaner Production, 324, 129154.

Al-Swidi, A., & Saleh, R. M. (2021). How green our future would be? An investigation of the determinants of green purchasing behaviour of young citizens in a developing Country. Environment, Development and Sustainability, 23(9), 13436-13468.

Ameen, N., Hosany, S., & Paul, J. (2022). The personalisation-privacy paradox: Consumer interaction with smart technologies and shopping mall loyalty. Computers in Human Behaviour, 126, 106976.

Asiaei, K., Bontis, N., Alizadeh, R., & Yaghoubi, M. (2021). Green intellectual capital and environmental management accounting: Natural resource orchestration in favour of environmental performance. Business Strategy and the Environment.

Babatunde, K. A., Negash, B. M., Jufar, S. R., Ahmed, T. Y., & Mojid, M. R. (2022). Adsorption of gases on heterogeneous shale surfaces: A review. Journal of Petroleum Science and Engineering, 208, 109466.

Barnes, A. (2011). Corporate social responsibility and its effects on brand trust [PhD dissertation]. Auckland University of Technology.

Bass, A. E., & Grøgaard, B. (2021). The long-term energy transition: Drivers, outcomes, and the role of the multinational enterprise. Springer.

Berry, L. L. (1983). "Relationship Marketing," in Emerging Perspectives in Services Marketing, Berry, Shoestack e Upah (eds), American Marketing Association, Chicago, Illinois, 25-28

Berry, L. L. (2002), “Relationship Marketing of Services-Perspectives from 1983 and 2000”. Journal of Relationship Marketing, 1(1), 59-77.

Bianchi, G., Testa, F., Tessitore, S., & Iraldo, F. (2021). How to embed environmental sustainability: The role of dynamic capabilities and managerial approaches in a life cycle management perspective. Business Strategy and the Environment.

Boudreaux, C., Clarke, G., & Jha, A. (2021). Social capital and small informal business productivity: the mediating roles of financing and customer relationships. Small Business Economics, 1-22.

Bozbay, Z., & Karakus¸ Bas¸lar, E. (2020). Impact of brand trust on Brand loyalty: Mediating role of brand effect. Journal of Academic Research in Economics, 12, 247-259.

Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete? Industrial Marketing Management, 77, 155-169.

Cambra-Fierro, J., Flores-Hernandez, J., Perez, L., & Valera-Blanes, G. (2020). CSR and branding in emerging economies: The effect of incomes and education. Corporate Social Responsivity and Environmental Management, 27(6), 2765-2776.

Cantillo, J., Martın, J. C., & Roman, C. (2021). Determinants of fishery and aquaculture products consumption at home in the EU28. Food Quality and Preference, 88, 104085.

Chandrasekar, K., Selvanayagam, K., & Rehman, V. (2021). Responsibility finds a way: A typology and framework development approach towards public sector crisis management. International Journal of Strategic Communication, 15(4), 328-356.

Cho, M., Bonn, M. A., & Jung, H. S. (2021). What drives restaurant competitive productivity (CP): A comprehensive examination at meso-micro levels. International Journal of Contemporary Hospitality Management, 33(9), 3065-3090.

Cuong, D. (2020). The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention. International Journal of Psychosocial Rehabilitation, 24, 1475-7192.

Dapi, B., & Phiri, M. (2015). The impact of corporate social responsibility brand loyalty. Journal of Governance and Regulation, 4(4), 8-16. https://doi.org/10.22495/jgr_v4_i1_p1

Dhir, A., Talwar, S., Sadiq, M., Sakashita, M., & Kaur, P. (2021). Green apparel buying behaviour: A stimulus–organism–behaviour–consequence (SOBC) perspective on sustainability-oriented consumption in Japan. Business Strategy and the Environment, 30(8), 3589-3605.

El-Kassar, A.-N., & Singh, S. K. (2019). Green innovation and organisational performance: The influence of big data and the moderating role of management commitment and HR practices. Technological Forecasting and Social Change, 144, 483-498.

Franco, D. (2020). Informality and dissent: The culture of self-sufficiency of the American rural poor. In Informality through sustainability (pp. 67-81). Routledge.

Freeman, R. B. (1984). Longitudinal analyses of the effects of trade unions. Journal of Labour Economics, 2(1), 1-26.

Freeman, R. E., & Phillips, R. A. (2002). Stakeholder theory: A libertarian defence. Business Ethics Quarterly, 12(3), 331-349.

Freeman, R. E., Harrison, J. S., & Zyglidopoulos, S. (2018). Stakeholder theory: Concepts and strategies. Cambridge University Press.

Freeman, R.E (1984). “Strategic Management: A stakeholder Approach”. Boston, MA: Pitman.

Gonzalez-Rodrıguez, M. R., Dıaz-Fernandez, M. C., Shi, F., & Okumus, F. (2021). Exploring the links among corporate citizenship, reputation, and performance from a multidimensional perspective. International Journal of Hospitality Management, 99, 103079.

Gorska-Warsewicz, H., Dębski, M., Fabuš, M., & Kováč, M. (2021). Green brand equity-Empirical experience from a systematic literature review. Sustainability, 13(20), 11130.

Hall, E., Menzies, J., Zutshi, A., & Creed, A. (2021). Opera participants’ perceptions of a brand resonance. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12743

Hameed, S., & Kanwal, M. (2018). Effect of Brand loyalty on purchase intention in the cosmetics industry. Research in Business and Management, 5(1), 25.

Hart, S. L. (1995). A natural-resource-based view of the firm. Academy of Management Review, 20(4), 986-1014.

Homans, G. C. (1961). Social behaviour: Its elementary forms. New York, NY: Harcourt, Brace & World

Hong, M., Drakeford, B., & Zhang, K. (2020). The impact of mandatory CSR disclosure on green innovation: evidence from China. Green Finance, 2(3), 302-322.

Hristov, I., Appolloni, A., Chirico, A., & Cheng, W. (2021). The role of the environmental dimension in the performance management system: A systematic review and conceptual framework. Journal of Cleaner Production, 293, 126075. https://doi.org/10.1002/bse.2821

Hwang, J., Choe, J. Y. (J.)., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How do brand experience affect brand satisfaction, brand attitude, brand attachment, and Brand loyalty? International Journal of Hospitality Management, 99, 103050.

Ibrahim, B., & Aljarah, A. (2021). The era of Instagram expansion: matching social media marketing activities and Brand loyalty through customer relationship quality. Journal of Marketing Communications, 1-25.

Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135.

Javaid, M., Haleem, A., Singh, R. P., Suman, R., & Rab, S. (2021). Role of additive manufacturing applications towards environmental sustainability. Advanced Industrial and Engineering Polymer Research, 4(4), 312-322.

Kataria, S., Saini, V. K., Sharma, A. K., Yadav, R., & Kohli, H. (2021). An integrative approach to the nexus of Brand loyalty and corporate citizenship. International Review on Public and Nonprofit Marketing, 18(3), 361-385.

Kim, S., & Lee, H. (2019). The effect of CSR fit and CSR authenticity on the brand attitude. Sustainability, 12(1), 275.

Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand trust and Brand loyalty: A moderation and mediation perspective. Current Journal of Applied Science and Technology, 38(4), 1-17.

Le, A. N. H., Khoi, N. H., & Nguyen, D. P. (2021). Unravelling the dynamic and contingency mechanism between service experience and customer engagement with luxury hotel brands. International Journal of Hospitality Management, 99, 103057.

Le, T. T., Ngo, H. Q., & Aureliano-Silva, L. (2021). Contribution of corporate social responsibility SMEs’ performance in an emerging market. The mediating roles of brand trust and Brand loyalty. International Journal of Emerging Markets (ahead-of-print).

Lentz, M., Berezan, O., & Raab, C. (2021). Uncovering the relationship between revenue management and hotel loyalty programs. Journal of Revenue and Pricing Management.

Liu, F., Lai, K.-H., Wu, J., & Duan, W. (2021). Listening to online reviews: A mixed-methods investigation of customer experience in the sharing economy. Decision Support Systems, 149, 113609.

Loh, Z., & Hassan, S. H. (2021). Consumers’ attitudes, perceived risks and perceived benefits towards repurchase intention of food truck products. British Food Journal (ahead-of-print).

Ltifi, M., & Hichri, A. (2021). The effects of corporate governance on the customer’s recommendations: a study of the banking sector at the time of COVID-19. Journal of Knowledge Management, ahead-of-print(ahead-of-print)

Madhavaram, S. (2021). Shelby D. Hunt’s contributions to the marketing discipline: Research programs, impact, and compelling opportunities. Journal of Global Scholars of Marketing Science, 31(2), 125-129.

Makhloufi, L., Laghouag, A. A., Meirun, T., & Belaid, F. (2021). Impact of green entrepreneurship orientation on environmental performance: The natural resource-based view and environmental policy perspective. Business Strategy and the Environment.

Matharu, M., Jain, R., & Kamboj, S. (2020). Understanding the impact of lifestyle on sustainable consumption behaviour: A sharing economy perspective. Management of Environmental Quality: An International Journal, 32(1), 20-40.

Mathiyazhagan, K., Agarwal, V., Appolloni, A., Saikouk, T., & Gnanavelbabu, A. (2021). Integrating lean and agile practices for achieving global sustainability goals in Indian manufacturing industries. Technological Forecasting and Social Change, 171, 120982.

Melovic, B., Sehovic, D., Karadzic, V., Dabic, M., & Cirovic, D. (2021). Determinants of Millennials’ behaviour in online shopping-Implications on Consumers’ Satisfaction and e-business Development. Technology in Society, 65, 101561.

Moretta T. A., Cavacece, Y., Russo, G., & Granata, G. (2019). A systematic mapping study on customer loyalty and brand management. Administrative Sciences, 9(1), 8.

Morgan, Robert M., and Shelby D. Hunt. (1994). “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing, 58, 20-38.

Mukherjee, B., & Chandra, B. (2021). Unravelling the differential effects of pride and guilt along with values on green intention through environmental concern and attitude. Kybernetes (ahead-of-print).

Muthu Lakshmi, S. T., & Suresh, M. (2021). Modelling of factors influencing brand commitment of FMCG products: A TISM approach. Materials Today: Proceedings

Nelson, J. L., & Kim, S. J. (2021). Improve trust, increase loyalty? Analysing the relationship between news credibility and consumption. Journalism Practice, 15(3), 348-365.

Neumann, H. L., Martinez, L. M., & Martinez, L. F. (2021). Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention. Sustainability accounting, Management and Policy Journal, 12(3), 571-590.

Nyamrunda, F. C., & Freeman, S. (2021). Strategic agility, dynamic relational capability and trust among SMEs in transitional economies. Journal of World Business, 56(3), 101175.

Othman, B., He, W., Huang, Z., Xi, J., & Ramsey, T. (2021). The effects on service value and customer retention by integrating after-sales service into the traditional marketing mix model of clothing store brands in China. Environmental Technology & Innovation, 23, 101784.

Pisano, G. P. (2015). A normative theory of dynamic capabilities: connecting strategy, know-how, and competition. Harvard Business School Technology & Operations Mgt. Unit Working Paper, (16-036).

Qasim, S., Siam, M., & Md Salleh, S. (2017). The impact of CSR on consumers purchase intention: The mediating role of corporate reputation and moderating peers’ pressure. International Journal of Supply Chain Management, 6, 239-245.

Rivera, J., Bigne, E., & Curras-Perez, R. (2019). Effects of Corporate Social Responsibility on Consumer Brand loyalty. Review of Business Management, 20(3), 395-415

Safeer, A. A., Yuanqiong, H., Abrar, M., Shabbir, R., & Rasheed, H. M. W. (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence & Planning, 39(8), 1042-1057.

Shafique, I., Kalyar, M. N., & Mehwish, N. (2021). Organisational ambidexterity, green entrepreneurial orientation, and environmental performance in SMEs context: Examining the moderating role of perceived CSR. Corporate Social Responsibility and Environmental Management, 28(1), 446-456.

Shahzad, M., Qu, Y., Javed, S., Zafar, A., & Ur Rehman, S. (2020). Relation of environment sustainability to CSR and green innovation: A case of the Pakistani manufacturing industry. Journal of Cleaner Production, 253, 119938.

Sharma, M., & Choubey, A. (2021). Green banking initiatives: a qualitative study on the Indian banking sector. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-021-01426-9

Song, W., & Yu, H. (2018). Green innovation strategy and green innovation: The roles of green creativity and green organizational identity. Corporate Social Responsivity and Environmental Management, 25(2), 135-150.

Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human ecology review, 81-97.

Suhud, U. (2021). Influence of social media marketing, electronic word of mouth and consumer engagement to Brand loyalty in Indonesia grab company. International Journal of Business and Social Science Research, 2(2), 16-26.

Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The Social Psychology of Intergroup Relations (pp. 33-47). Monterey, CA: Brooks/Cole.

Taylor, J. R., & Lovell, S. T. (2021). Designing multifunctional urban agroforestry with people in mind. Urban Agriculture & Regional Food Systems, 6(1), e20016. https://doi.org/10.1002/uar2. 20016

Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509-533.

Teece, D. J., Pisano, G., & Shuen, A. (2005). Dynamic capabilities and strategic management. Knowledge management: critical perspectives on business and management, 2(7), 234.

Tekinbas¸ Ozkaya, F., Durak, M. G., Dogan, O., Bulut, Z. A., & Haas, R. (2021). Sustainable Consumption of Food: Framing the Concept through. Turkish Expert Opinions. Sustainability, 13(7), 3946.

Tunjungsari, H., Syahrivar, J., & Chairy, C. (2020). Brand loyalty as a mediator of brand image-repurchase intention relationship of premium-priced, high-tech products in Indonesia. Jurnal Manajemen Maranatha, 20(1), 21-30.

van Boerdonk, P. J. M., Krikke, H. R., & Lambrechts, W. (2021). New business models in a circular economy: A multiple case study into touch points creating customer values in health care. Journal of Cleaner Production, 282, 125375.

Villagra, N., Monfort, A., & Sanchez Herrera, J. (2021). The mediating role of brand trust in the relationship between brand personality and Brand loyalty. Journal of Consumer Behaviour, 20(5), 1153-1163.

Vinerean, S., & Opreana, A. (2021). Measuring customer engagement in social media marketing: A higher-order model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633-2654.

Wang, C., Zhou, R., & Lee, M. K. O. (2021). Can loyalty be pursued and achieved? An extended RFD model to understand and predict user loyalty to mobile apps. Journal of the Association for Information Science and Technology, 72(7), 824-838.

Whitley, C. T., Takahashi, B., Zwickle, A., Besley, J. C., & Lertpratchya, A. P. (2018). Sustainability behaviours among college students: An application of the VBN theory. Environmental education research, 24(2), 245-262.

Willis, M. (2021). Online brand communities and Brand loyalty: Toward a social influence theory. In The art of digital marketing for fashion and luxury brands (pp. 153-177). Springer.

Wongpitch, S., Minakan, N., Powpaka, S., & Laohavichien, T. (2016). Effect of Corporate Social responsibility motives on purchase intention model: An extension. Kasetsart Journal of Social Sciences, 37(1), 30-37.

Wu, J. S., Ye, S., Zheng, C. J., & Law, R. (2021). Revisiting customer loyalty toward mobile e-commerce in the hospitality industry: does brand viscosity matter? International Journal of Contemporary Hospitality Management, 33(10), 3514-3534.

Xu, J., Ye, M., Lu, W., Bao, Z., & Webster, C. (2021). A four-quadrant conceptual framework for analyzing extended producer responsibility in offshore prefabrication construction. Journal of Cleaner Production, 282, 124540.

Yan, M., Filieri, R., & Gorton, M. (2021). Continuance intention of online technologies: A systematic literature review. International Journal of Information Management, 58, 102315.

Zeren, D., & Kara, A. (2020). Effects of brand heritage on intentions to buy airline services: The mediating roles of brand trust and Brand loyalty. Sustainability, 13(1), 303-315.

Zhao, H., Cheng, X., Wang, X., & Qin, C. (2021). Do brand micro-blog entities’ interactivity enhance customer’s brand resonance? Evidence from China. Asian Business & Management, 20(3), 390-408.

Zhou, Q., Yuen, K. F., & Ye, Y. (2021). The effect of Brand loyalty and loss aversion on competitive trade-in strategies. Total Quality Management & Business Excellence, 1-29.

Zittis, G., Hadjinicolaou, P., Almazroui, M., BuCSRhignani, E., Driouech, F., El Rhaz, K., Kurnaz, L., Nikulin, G., Ntoumos, A., Ozturk, T., Proestos, Y., Stenchikov, G., Zaaboul, R., & Lelieveld, J. (2021). Business-as-usual will lead to super and ultra-extreme heatwaves in the Middle East and North Africa. NPJ Climate and Atmospheric Science, 4(1), 1-9.

Zoller, Y. J., & Muldoon, J. (2019). Illuminating the principles of social exchange theory with Hawthorne studies. Journal of Management History, 25(1), 47-66.

Zou, C., Xue, H., Xiong, B., Zhang, G., Pan, S., Jia, C., Wang, Y., Ma, F., Sun, Q., Guan, C., & Lin, M. (2021). Connotation, innovation and vision of ‘carbon neutrality’. Natural Gas Industry B, 8(5), 523-537.