Blinds up or down?: The influence of transparency, future orientation, and CSR on sustainable and responsible behavior. (2nd February 2018)

• Record Type: Journal Article
• Authors: Foscht, Thomas; Lin, Yuting; Eisingerich, Andreas B.
• Is Part Of: European journal of marketing. Volume 52:Number 3/4(2018)
• Page Start: 476
• Page End: 498
• Publication Date: 2018-02-02
• Subjects: Corporate responsibility -- Consumption -- Sustainable -- Consumer research -- Transparency -- Cosumerism -- Future orientation -- Responsible; Marketing -- Periodicals; Consumer behavior -- Periodicals; 658.8
• DOI: 10.1108/EJM-10-2016-0576
• Languages: English
• ISSNs: 0309-0566

Abstract

Abstract : Purpose: This paper aims to explore how and when a business' transparency leads to greater willingness to engage in sustainable and responsible consumption by consumers. Design/methodology/approach: Data were collected in two studies. Study 1 collected data from 219 consumers in a large shopping mall. Study 2 followed an experimental approach and used data from 327 participants. Findings: The current research contributes to theory by hypothesizing and demonstrating when transparency is associated with higher willingness for sustainable and responsible consumption. Critically, the positive benefits of transparency vary according to a business' future orientation, corporate social responsibility (CSR) and levels of customer involvement. Practical implications: An important societal and practical implication of the current research is that business should not be expected to only focus on transparency in isolation but rather also needs to consider levels of perceived future orientation, CSR and levels of customer involvement to strengthen sustainable and responsible behavior effectively. Originality/value: This research builds on and extends current knowledge by exploring the key role of business' transparency in influencing sustainable and responsible customer behavior and examines critical boundary conditions for the observed effects.