PERCEIVED SUSTAINABILITY INITIATIVES: RETAIL MANAGERS' INTRINSIC AND EXTRINSIC MOTIVES

摘要

In the past few decades, a great deal of attention has been paid to corporate social responsibility (CSR) (McWilliams and Siegel 2001; Maignan and Ralston 2002) and consumer responses to CSR initiatives (Brown and Dacin 1997; Sen and Bhattacharya 2001). Moreover, as society has paid greater attention to issues related to environmental sustainability, firms have become more interested in implementing sustainability initiatives, and more studies related to sustainability management (Dyllick and Hockerts 2002; Kleindorfer et al. 2005) and the marketing of sustainable products (Collins et al. 2007; Connelly et al. 2011; Jones et al. 2008) have emerged. Despite an increase in attention paid to environmental sustainability, the current market share of sustainable, fast-moving consumer goods remains low. Due to their market position and large scale, high volume, customer interactions (Vella et al. 2009), supermarkets are appropriate venues to investigate perceived sustainability initiatives. Managers' perceptions could play a major role in the decision to include environmental sustainability in business operations. However, limited studies have focused on the roles of these perceptions in influencing the sustainability practices of an organization (Rivera-Camino 2012).