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

Abraham Yeboah, Samuel Asuamah Yeboah and Diana Mogre

MPRA Paper from University Library of Munich, Germany

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.

Keywords: Sustainable business; green innovation; sustainable purchase intentions; serial mediation; systematic review (search for similar items in EconPapers)
JEL-codes: M14 M31 O33 (search for similar items in EconPapers)
Date: 2024-06-14, Revised 2024-09-18
New Economics Papers: this item is included in nep-cse, nep-env and nep-sbm
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