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Can Sustainability & Marketing Co-exist? An Empirical Exploration of Consumer Perceptions and Brand Challenges with Sustainable Initiatives.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Can Sustainability & Marketing Co-exist? An Empirical Exploration of Consumer Perceptions and Brand Challenges with Sustainable Initiatives./
Author:	Wallach, Karen Anne.
Description:	1 online resource (138 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 83-04, Section: A.
Contained By:	Dissertations Abstracts International83-04A.
Subject:	Sustainability. -
Online resource:	click for full text (PQDT)
ISBN:	9798534696073

Can Sustainability & Marketing Co-exist? An Empirical Exploration of Consumer Perceptions and Brand Challenges with Sustainable Initiatives.
Wallach, Karen Anne.

Can Sustainability & Marketing Co-exist? An Empirical Exploration of Consumer Perceptions and Brand Challenges with Sustainable Initiatives. - 1 online resource (138 pages)

Source: Dissertations Abstracts International, Volume: 83-04, Section: A.

Thesis (Ph.D.)--Emory University, 2021.

Includes bibliographical references

This dissertation aims to produce insights around consumer perceptions of corporate social responsibility and sustainability initiatives and their resulting impact on brands and firms. Additionally, this dissertation seeks to promote an understanding of corporate social responsibility and sustainability across various stakeholders, as examined from its early days as philanthropy to its current state as a central feature of firm strategy. Chapter 1 provides an introduction to this dissertation. Chapter 2 traces the evolution of corporate social responsibility (CSR) in America. It follows the role of CSR as an element of employee/employer relations to its multi-faceted role today with consumers, society, and firm stakeholders. Chapters 3 and 4 form an empirical investigation into various factors of CSR/sustainability initiatives that impact consumer awareness and support. Chapter 3 seeks to establish a negative bias that consumers hold against sustainability initiatives related to brand size. This research explores the construct of authenticity and its role with perceived profit orientation specific to sustainability and brand size. Chapter 4 investigates the importance of communicated motive with brands and sustainability efforts. This work examines the impact of skepticism and transparency as critical tenets of consumer support of sustainability-centric products. Overall, the goal of this dissertation is to add novel insights to the academic literature and propose actionable recommendations for marketers, with the hope that products that better serve society and our planet will flourish. These results provide evidence to understand better overall consumer sentiments that help overcome challenges that brands may encounter with sustainability efforts.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798534696073Subjects--Topical Terms:

793436
Sustainability.
Subjects--Index Terms:

Consumer behaviorIndex Terms--Genre/Form:

554714
Electronic books.

Can Sustainability & Marketing Co-exist? An Empirical Exploration of Consumer Perceptions and Brand Challenges with Sustainable Initiatives.
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