Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets

Irene Sánchez-González, Irene Gil-Saura and María Eugenia Ruiz-Molina
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Irene Sánchez-González: Facultad de Ciencias Empresariales, Universidad Técnica de Machala, Vía Machala Pasaje, Machala 170517, Ecuador
Irene Gil-Saura: Departamento de Comercialización e Investigación de Mercados, Facultad de Economía, Universitat de València, Avda, Tarongers s/n, 46022 Valencia, Spain
María Eugenia Ruiz-Molina: Departamento de Comercialización e Investigación de Mercados, Facultad de Economía, Universitat de València, Avda, Tarongers s/n, 46022 Valencia, Spain

Sustainability, 2020, vol. 12, issue 19, 1-17

Abstract: The present paper analyzed the influence of ethically minded consumer behavior on retailer’s commitment to sustainable development as perceived by the consumer, and their contribution to the chain of relationships “store equity–loyalty–word of mouth communication”, in the context of retailing. Responses from 317 hypermarket customers in Ecuador were analyzed. The model was estimated using the partial least squares technique. The results show the sustainable development actions implemented by retailers, together with perceived value, contribute significantly to store equity creation, which explains customer loyalty and, ultimately, positive word-of-mouth communication. However, the most concerned consumers of ethical aspects value the retailer’s efforts towards sustainability to a lesser extent. The findings of this research allow developing a series of implications for the managers of these establishments.

Keywords: ethically minded consumer behavior; sustainable development as perceived by consumers; perceived value; store equity; loyalty; word-of-mouth (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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