How does customer loyalty to sustainability affect entrepreneurship?
-
DOIhttp://dx.doi.org/10.21511/ppm.21(1).2023.01
-
Article InfoVolume 21 2023, Issue #1, pp. 1-12
- 1097 Views
-
581 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Sustainability includes social, economic, and ecological responsibilities. The worldwide concern about sustainability is increasing, especially for those issues related to the ecological domain. Any organization wishing to survive and sustain its business should consider sustainability pillars within daily activities. Therefore, this study is directed to investigate how consumers’ identification, involvement, and commitment to sustainability affect entrepreneurship. This paper uses a quantitative cross-sectional method to collect the data from 400 respondents in Jordan. The results show a correlation between consumers’ level of involvement, identification, commitment, and sustainability components (economy-driven venture, society-driven venture, and ecology-driven venture). Moreover, commitment has the highest effect on customers’ intentions and behavior; identification has the second highest effect, while involvement does not significantly affect both customers’ intentions and behavior. The study recommends that all organizations, whatever they do and wherever they conduct their business, should consider sustainability pillars within their strategies and daily practices. The sustainability-driven ventures should not only attract the required customer segmentation via social media, but also enhance, strengthen, and engage their sense of identification, commitment, and belonging.
- Keywords
-
JEL Classification (Paper profile tab)L31, A13, Q51
-
References33
-
Tables7
-
Figures0
-
- Table 1. Descriptive analysis
- Table 2. Pearson correlation of loyalty to sustainability-related causes
- Table 3. Pearson correlation of loyalty to economy-related causes
- Table 4. Pearson correlation of loyalty to society-related causes
- Table 5. Pearson correlation of loyalty to ecology-related causes
- Table 6. Customer loyalty and customer intention coefficients
- Table 7. Customer loyalty and customer behavior coefficients
-
- Abrahamsson, A. (2000). Sustainopreneurship – Business with a Cause (Master’s Thesis). Växjö University.
- Abrahamsson, A. (2007). Researching Sustainopreneurship conditions, concepts, approaches, arenas, and questions: An invitation to authentic sustainability business forces. 13th International Sustainable Development Research Conference (pp. 1-22). Mälardalens Högskola, Västerås.
- Amankwah, J., & Sesen, H. (2021). On the relation between green entrepreneurship intention and behavior. Sustainability, 13(13), 7474.
- Ambros, M., & Biberhofer, P. (2018). Fostering Higher Education for Sustainability-Driven Entrepreneurship: The CASE Knowledge Platform. Gaia – Ecological Perspectives for Science and Society, 27(1), 185-187.
- Bapoo, M. A., Tehseen, S., Haider, S. A., Yusof, M., & Motaghi, H. (2022). Sustainability Orientation and Sustainable Entrepreneurship Intention: The Mediating Role of Entrepreneurial Opportunity Recognition. Academy of Entrepreneurship Journal, 28(2), 1-23.
- Belz, F. M., & Binder, J. K. (2017). Sustainable Entrepreneurship: A Convergent Process Model. Business Strategy and the Environment, 26(1), 1-17.
- Bergh, L., & Dee, N. J. (2013). Sustainability-Driven Entrepreneurship: Perceptions of Challenges and Obstacles in a South African Context. University of Cambridge.
- Buah, E. (2013). The Paradox of Sustainable Development: A Conceptual Framework for Sustainability-Driven Family Entrepreneurship from Socio-Emotional Wealth Perspective. Jyväskylä: University of Jyväskylä.
- Djamba, Y. (2002). Review of Social Research Methods: Qualitative and Quantitative Approaches, by W. L. Neuman. Teaching Sociology, 30(3), 380-381.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice-Hall.
- Hapenciuc, C. V., Pînzaru, F., Vătămănescu, E. M., & Stanciu, P. (2015). Converging sustainable entrepreneurship and the contemporary marketing practices. An insight into Romanian start-ups. Amfiteatru Economic, 17(40), 938-954.
- Homburg, C., Stierl, M., & Bornemann, T. (2013). Corporate Social Responsibility in Business-to-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement. Journal of Marketing, 77(6), 54-72.
- İyigün, N. Ö. (2015). What could Entrepreneurship do for Sustainable Development? A Corporate Social Responsibility-Based Approach. Procedia – Social and Behavioral Sciences, 195, 1226-1231.
- Kelley, D., Singer, S., & Herrington, M. (2016). Global Entrepreneurship Monitor GEM 2015/2016.
- Kim, M. K., Wong, S. F., Chang, Y., & Park, J. H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4), 936-949.
- Kimuli, S. N. L., Orobia, L., Sabi, H. M., & Tsuma, C. K. (2020). Sustainability intention: mediator of sustainability behavioral control and sustainable entrepreneurship. World Journal of Entrepreneurship, Management and Sustainable Development, 16(2), 81-95.
- Moonesar, I. A., Stephens, M., Batey, M., & Hughes, D. J. (2019). Government Innovation and Creativity: A Case of Dubai. In Future Governments (Actions and Insights – Middle East North Africa, 7) (pp. 135-155). Emerald Publishing Limited.
- Nour, A. I., Sharabati, A.-A. A., & Hammad, K. M. (2020). Corporate Governance and Corporate Social Responsibility Disclosure. International Journal of Sustainable Entrepreneurship and Corporate Social Responsibility, 5(1), 20-41.
- Park, J., Chung, T. D., Hall-phillips, A., & Nwamaka, A. (2016). Loyalty to Social Ventures in Social Media: The Role of Social Cause Involvement, Identification, and Commitment. Journal of Nonprofit & Public Sector Marketing, 28(3), 185-208.
- Pathak, S., & Muralidharan, E. (2016). Informal Institutions and Their Comparative Influences on Social and Commercial Entrepreneurship: The Role of In-Group Collectivism and Interpersonal Trust. Journal of Small Business Management, 54(S1), 168-188.
- Schlange, L. E. (2009). Stakeholder identification in sustainability entrepreneurship: The role of managerial and organisational cognition. Greener Management International, 55(13), 13-32.
- Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill-Building Approach (7th ed.). John Wiley & Sons Ltd.
- Sharabati, A. A. A. (2018). Effect of corporate social responsibility on Jordan pharmaceutical industry’s business performance. Social Responsibility Journal, 14(3), 566-583.
- Sokolovsky, J. (2009). The cultural context of aging: Worldwide perspectives. Praeger Publishers/Greenwood Publishing Group.
- Somsuk, N. (2014). Prioritizing Drivers of Sustainable Competitive Advantages in Green Supply Chain Management Based on Fuzzy AHP. Journal of Medical and Bioengineering, 3(4), 259-266.
- Stubbs, W. (2017). Sustainable Entrepreneurship and B Corps. Business Strategy and the Environment, 26(3), 331-344.
- Sugianto, M., & Selamat, F. (2021). The Effect of Sustainability Behavioral Control on Sustainable Entrepreneurship Among MSMEs in Jakarta and the Greater Area: The Role of Sustainable Intention. Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021).
- Sundawa, D., Ratmaningsih, N., & Anggraini, D. N. (2020). The Impact of Entrepreneurship Sustainability 4.0 on Social Learning towards Students‘ Entrepreneurial Attitude and Behavior. Proceedings of the International Conferences on Information System And Technology (CONRIST2019) (pp. 136-142).
- Sung, C. S., & Park, J. Y. (2018). Sustainability orientation and entrepreneurship orientation: Is there a trade-off relationship between them? Sustainability, 10(2), 379.
- Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2015). Why eco-labels can be effective marketing tools: Evidence from a study on Italian consumers. Business Strategy and the Environment, 24(4), 252-265.
- Tilley, F., & Young, W. (2009). Sustainability entrepreneurs: Could they be the true wealth generators of the future? Greener Management International, 55, 79-93.
- Zahedi, A., & Otterpohl, R. (2015). Towards sustainable development by creation of green social entrepreneur communities. Procedia CIRP, 26, 196-201.
- Zhao, F. (2005). Exploring the synergy between entrepreneurship and innovation. International Journal of Entrepreneurial Behaviour and Research, 11(1), 25-41.