“…The competitor approach details how the strategies and policies of peer companies affect business behavior (Kaustia & Knüpfer, 2012). Companies must respond to the social/environmental behavior of their competitors, considering that a worse performance in this matter can provoke pressure from stakeholders and affect in their reputation or financial results (Lin & Chih, 2016). Finally, customer behavior identifies that customer attitudes and behavior influence the adoption of social and environmental strategies and can affect customers' attitude, purchase intent, trust, loyalty, and willingness to pay (Ham et al, 2020; Huang et al, 2014; Laroche et al, 2001; Stanaland et al, 2011; Wu & Wang, 2014).…”