Communicating sustainable development: Effects of stakeholder‐centric perceived sustainability

Ya‐Ching Lee

Corporate Social Responsibility and Environmental Management, 2020, vol. 27, issue 4, 1540-1551

Abstract: How to effectively communicate sustainable development has been a great challenge for businesses. This study identifies three dimensions of stakeholder‐centric perceived sustainability (strength, magnitude, and mobilizability) and presents a framework to recast sustainable communication metrics. The results demonstrate that the strength and mobilizability increase perceived value, leading to an enhancement of brand resonance and purchase intention. The magnitude negatively influences perceived value. This study contributes to the literature by proposing a framework to conceptualize the three dimensions of perceived sustainability and by evaluating outcomes of sustainable communication. The research advances our understanding by showing consumers' psychological path in assessing firms' sustainable communication. The findings also support gender differences. Finally, this paper offers practical suggestions to formulate sustainable communication strategies.

Date: 2020
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https://doi.org/10.1002/csr.1900

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Persistent link: https://EconPapers.repec.org/RePEc:wly:corsem:v:27:y:2020:i:4:p:1540-1551

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