The Importance of Sustainable Practices in Value Creation and Consumers’ Commitment with Companies’ Commercial Format

Abstract

Sustainable economic models are essential for any economic sector of the country. Companies must manage their relationships with the agents involved in their economic activity through a strategy based on dialogue and the constant pursuit of a balance among economic, social and environmental interests. In this regard, there has been an increase in customers’ interest in products or businesses that display a comparatively higher commitment with workers, the environment, or society as a whole. This study aims at gaining further insight into the relationship between the committed customer and the company by analyzing the influence of corporate social responsibility on key variables such as customer perceived value or customer commitment as regards its engagement dimension (customer motivations). In order to reach this goal, we perform a review of the literature, followed by a structural equation model that incorporates said variables. This model is tested on a sample of 707 customers of supermarkets and hypermarkets. The results confirm that Corporate Social Responsibility (CSR) directly affects commitment and that customer perceived value influences both variables (CSR and commitment). In addition, the study confirms the indirect effect of perceived value on customers’ commitment with the commercial format, which is mediated by CSR.

Corporate Social Responsibility Strategies in Spanish Electric Cooperatives. Analysis of Stakeholder Engagement

“…The study of CSR as a philosophy of corporate governance involves different approaches that explain how the interaction between organizations and their social context is triggered by the consequences generated on shareholders and stakeholders [31][32][33]. Many interdisciplinary studies have analyzed the relationships between organizations and their stakeholders, the ethical, philanthropic, normative, economic, social, and environmental aspects of corporate actions, the longitudinal dimension in the implementation of different stages of CSR models as well as their measurement and impact on the creation of corporate value and reputation [16,28,[34][35][36][37][38][39].…”

Corporate Social Responsibility and Marketing: A Bibliometric and Visualization Analysis of the Literature between the Years 1994 and 2020

“…Sun et al [59] found that CSR activities can increase consumer loyalty. Other studies investigated the CSR's impact on the consumer, through its commitment and perception of value [60]; the effect of philanthropic corporate social responsibility on the consumer's attitude and consequently on word of mouth and the willingness to pay more [61]; CSR's direct relationship with the desire to pay a price premium [62]; the relationship of CSR in word of mouth [63]; CSR's influence on word of mouth and purchase repetition, with the brand credibility as a mediator [47]; the direct and positive relationship between CSR and Loyalty [64]; the influence of customer perceptions of CSR on brand equity [37,65]. There are also studies on CSR's relationship with purchase intention, perceived quality, brand image, and brand attitude [44,66].…”

Corporate Social Responsibility Strategies in Spanish Electric Cooperatives. Analysis of Stakeholder Engagement

“…The study of CSR as a philosophy of corporate governance involves different approaches that explain how the interaction between organizations and their social context is triggered by the consequences generated on shareholders and stakeholders [22][23][24]. Many interdisciplinary studies have analyzed the relationships between organizations and their stakeholders, the ethical, philanthropic, normative, economic, social and environmental aspects of corporate actions, the longitudinal dimension in the implementation of the different stages of CSR models as well as their measurement and impact on the creation of corporate value and reputation [16,[25][26][27][28][29][30][31].…”