Leveraging Buyers’ Interest in ESG Investments through Sustainability Awareness

Muhammad Khuram Khalil () and Rashid Khalil ()
Additional contact information
Muhammad Khuram Khalil: Department of Management Studies, Middle East College, Knowledge Oasis, Muscat 124, Oman
Rashid Khalil: Department of Management Studies, Middle East College, Knowledge Oasis, Muscat 124, Oman

Sustainability, 2022, vol. 14, issue 21, 1-17

Abstract: Currently, organizations often take into consideration the environmental, social, and governance (ESG) principles by following a more inclusive approach together with potential other emerging practices that attract more consumers who have particular affiliations with the environment. This study investigates the influence of social and environmental sustainability awareness practices on impulse buying through a proposed set of hypotheses. The hypothetical model is based on (441) valid responses from Omani buyers via an online research survey. Data were processed using CFA and SEM techniques. Results indicate that social and environmental sustainability awareness has a productive relationship with green trust that strengthens impulse buying. Environmental sustainability awareness positively links with green altruism, which further enhances the impulse. By taking gender as a moderator, it has an encouraging impact on social and environmental sustainability awareness. Environmental sustainability awareness and green altruism have a constructive relationship within males rather than females. Based on the unique connection between sustainability practices and impulse buying, the current study’s results indicate that if firms take appropriate steps to implement sustainability practices in their operations, sustainability commitment can promote the environmental and social well-being of consumers and the establishment of trust. Such practices enable companies to achieve their sustainability reporting goals and SDGs. Social and environmental sustainability practices protect from the harmful effects of social and environmental influences in mitigating the uncertainty of consumers’ buying behavior. Such productive sustainability practices compel buyers to purchase products impulsively at premium prices. The study strongly recommends policymakers and marketers focusing on environmental and social sustainability awareness and green altruism.

Keywords: social sustainability awareness; environmental sustainability awareness; impulse buying; ESG; structural equation modeling (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/21/14278/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/21/14278/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:21:p:14278-:d:960249

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().