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

• Main Authors: David Servera-Francés, María Fuentes-Blasco, Lidia Piqueras-Tomás
• Format: Article
• Language: English
• Published: MDPI AG 2020-11-01
• Series: Sustainability
• Subjects: Corporate Social Responsibility (CSR); sustainability; retailers; perceived value; PLS
• Online Access: https://www.mdpi.com/2071-1050/12/23/9852

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.