Developing CSR communication strategies to increase sustainable behaviors from the perspective of spiritual capital

Abstract

Many companies pursue sustainability and rely on communication to convince consumers of their sustainability efforts. This study examines the impact of corporate sustainable communication strategies from the perspective of spiritual capital. Results indicate that communication framed in strength, personal well‐being, and mobilizability positively affects consumers' trust and sustainable behavior intentions through perceived spirituality. This study also clarifies gender differences. It offers a simple yet rigorous theoretical framework to evaluate sustainable communication strategies. The conceptualization and development of these measures is an important step for future studies that evaluate sustainable communication effects. To our knowledge, this study is the first attempt to explore the dimensions of perceived spirituality and evaluate their roles in sustainable communication. It finally offers practical suggestions for business sustainable communication strategies.