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Copyright © 2020 Laura Jančiauskaitė, Kristina Lasickaitė, Austė Ripkauskaitė. Published by Vilnius University Press. This is an Open Access article
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CORPORATE SUSTAINABILITY IMPACT ON REPUTATION AND
CUSTOMER BEHAVIOUR
Laura JANČIAUSKAITĖ 1, Kristina LASICKAITĖ 2, Austė RIPKAUSKAITĖ 3
1Master degree, Vilnius University Kaunas Faculty, 8 Muitinės st., Kaunas, laura.janciauskaite@knf.stud.vu.lt
2Master degree, Vilnius University Kaunas Faculty,8 Muitinės st. 8, Kaunas, kristina.lasickaite@knf.stud.vu.lt
3Master degree, Vilnius University Kaunas Faculty, 8 Muitinės st., Kaunas, auste.ripkauskaite@knf.stud.vu.lt
Abstract. In a modern world sustainable business development is the adaptation of strategies and actions in order to meet
the needs of the organization and society for nature conservation, social welfare and economy. Increasing concern for
environmental and social issues commit business to take responsibility and adopt sustainable development principles into
strategic management. The research on corporate sustainability examined in this article shows significant relationship of
sustainable business between the company's reputation and customers behaviour, while brand image takes the mediating
role on all of them. The following theoretical model was created: the impact of corporate sustainability on customer
perceived corporate reputation and customer buying decision behaviour shows the relation between these determinants.
Key words. Corporate sustainability, corporate reputation, customer behaviour, impact, theoretical modelling.
Introduction
In today’s global world sustainability is getting an increasing attention in academic and business
fields. Facing nowadays' challenges, corporate sustainability plays an important role in sustainable
development. Rising concern for environmental and social issues commits business to take
responsibility and adopt sustainable development principles into strategic management. It can be
stated that sustainability and corporate social responsibility have become an integrated part of
business activity. The adoption of these principles into activity is a complex process, companies must
find the best tools to implement them in order to achieve goals in all aspects of sustainability:
economic, social and environmental in relation to profit maximization goal. It has been noticed that
sustainable business management can benefit companies by creating tangible and intangible
advantages: revenue, market share growth, new market entry, positive word-of mouth and
competitive advantage. Also, it has an impact on corporate reputation and customer behavior.
Recently corporate sustainability and responsibility have been discussed in academics. The
following issues have been analyzed: the impact on performance, innovation (Martinez-Conesa, Soto-
Acosta, Palacios-Manzano, 2016; Lopez-Perez, Melero, Sese, 2017; Stoian, Gilman, 2017),
enterprise sustainability and performance measurement (Searcy, 2016; Landrum, 2018; Wilson,
2015), sustainable management and business models for sustainability (Schaltegger, Hansen, Lüdeke-
Freund, 2016; Baumgartner, Rauter, 2015; Evans and others, 2017). Some scholars investigate
different areas of sustainability and responsibility different impact, such as the impact on reputation,
branding (Abratt; Kleyn, 2012; Arslanagic-Kalajdzic, Zabkar, 2017), customer loyalty and trust
(Green, Peloza,2014; Wang, 2018; Wiederhold, Martinez, 2018; Boccia, Sarnacchiaro, 2018, Lee,
Chang, Lee, 2017). However, it is noticed that the research of impact on customer behaviour (like
purchase decision and other aspects), reputation are not common.
The scientific problem – how corporate sustainability impacts reputation and customer behaviour.
The object of the article - the impact of sustainability on reputation and customer behaviour
The aim of the article – to identify corporate sustainability impact on reputation and customer
behaviour.
To achieve the aim, the following four objectives were set:
1. To analyze the concept of sustainability and its implementation;
2. To identify the coherence between sustainability, reputation and customer behaviour;
3. To evaluate corporate sustainability impact on reputation and customer behavior, based on the
empirical research
4. Based on theoretical and empirical aspects, to create a model that determines the impact of
corporate sustainability on company’s reputation and customer behaviour.
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Kaunas: Vilnius University Kaunas Faculty, 5th of December, 2019
The methods of the article – analysis, synthesis, classification, theoretical modeling.
1. Theoretical aspects of corporate sustainability impact on reputation and customer behavior
Recently corporate sustainability has gained an important attention in business and academic
fields. Facing 21st century challenges, business must consider implementation of sustainable and
socially responsible principles into everyday business activities. According to I. Martinez-Conesa, P.
Soto-Acosta, M. Palacios-Manzano (2016), corporate sustainability is a tool to gain competitive
advantage and is extremely important to company’s survival. Many authors agree that sustainable
business practice may impact tangible and intangible advantages. Before the analysis of impact areas,
the concept of corporate sustainability is discussed (1 table). Table 1
The concept of corporate sustainability
Author
Year
Concept
Formentini, Taticchi
(qt. Hassini. 2012)
2016
Business ability to conduct business with a long-term goal of maintaining the well-being
of the economy, environment and society
Schaltegger, Hansen,
Lüdeke-Freund
2016
Business management that deals with social, environmental and economic issues in an
integrated manner to transform organizations in a way that they contribute to the
sustainable development of the economy and society, within the limits of the ecosystem
Searcy
2016
A long-term business focus, promoting inter- and intra-generational equity, considering
stakeholder needs and addressing the triple bottom line: economic, environmental and
social performance
Landrum (qt. Vieser,
2011)
2018
An integrated, systemic approach by business that builds, rather than erodes or destroys,
economic, social, human and natural capital
Source: created by the authors according to Formentini, Taticchi, Schaltegger, Hansen, Lüdeke-Freund, Searcy, Landrum
According to Table 1, corporate sustainability is defined in similar way and shows that it includes
a long-term focus, promoting inter and intra generational equity. N.Landrum (2018) uses Vieser’s
(2011) definition and states that it is an integrated business activity, which saves economic, social,
human and natural capital. C. Searcy (2016) presents a different view and defines it as long-term
approach, implemented in three main areas: economic, social and environmental, which ensures
generations equity and adds the importance of stakeholders’ needs consideration. In M. Formentini
and P. Taticchi (2016) article, the corporate sustainability concept is defined as business ability to
achieve long-term business goals in relation to maintenance of society, environment and economic
well-being. Schaltegger, Hansen, Lüdeke-Freund (2016) also emphasize three areas, stating that it is
the business management that contributes to welfare of society, economy and ecosystem. After the
analysis of the concepts, corporate sustainability can be defined as long-term business activity,
implemented in economic, social and environmental areas, which ensure stakeholders’ needs and
future generations’ equity. This concept will be followed in the article.
Sustainability is a broad and complex concept. According to R. J. Baumgartner, R. Rauter (2015),
the management and implementation of sustainability are combined with corporate environmental
management, corporate social responsibility (following in the article CSR) and sustainability
reporting. C. Stoian and M. Gilman (2017) in their article claim that usually CSR is an important key
to ensure corporate sustainability. M. E. López-Pérez; I. Melero; F. J. Sese (2017) also state that CRS
is a key to ensure sustainability. Considering this fact, in the analysis of sustainability impact on
reputation and customer behaviour, CRS as the element of sustainable business is also used in the
article. Both concepts rely on three main dimensions, which are also emphasized in the concept, in
Table 1 : social, economic and environment Fig. 1).
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Kaunas: Vilnius University Kaunas Faculty, 5th of December, 2019
Source: created by authors according to Paužolienė (2010); Wilson (2015), Evans and others (2017)
Fig. 1. Sustainable and socially responsible business areas and principles
According to Fig. 1, sustainable and socially responsible business is based on three main domains:
social, economic and environmental. Economic initiatives are implemented in market and involve
ethical competition, marketing activities, sustainable supply chain and innovations management, all
these activities are combined with profit maximization. Social initiatives occur in society (business
engage in local community integration, contribution to community activities and collaboration with
local communities (universities, etc.) and work environment (guarantee of safe and healthy workplace
conditions, employees’ equity and rights, labour standards and fair salary system, abilities to improve
competence skills). Environmental activity management involves business efforts to minimize
negative impact on ecosystems and effective waste management. As has already been stated, CSR
initiatives that are based on the same three domains embrace company’s efforts to manage business
in a sustainable way. According to J. Paužolienė (2010), all three aspects are equally important and
have to be harmonized in business strategic management. In long-term conditions, sustainable
business not only contribute to sustainable country development, but also improve economic
performance.
The implementation of sustainability and CSR principles into everyday business activities can
benefit in some ways. The most important part is to decide in which areas and activities company has
to engage in order to create the value for all stakeholders (Baumgartner, Rauter, 2015). Nowadays
sustainable business management is understood as strategic investment that creates long-term positive
results. The tangible and intangible impact areas, usually met in the academic literature can be
classified into external and internal impact (Baumgartner, Rauter, 2015; Wilson, 2015; Pérez; Melero;
Sese, 2017; Landrum, 2018):
1) internal - cost reduction, profit and revenue growth; human resources management, productivity
growth;
2) external - new market entry, competitive advantage, reputation and image, customer behaviour
and loyalty, brand image. It may be observed that one of the impact areas is marked out in customer
behaviour and reputation aspects. These components and their coherence with sustainability and CSR
are discussed further in the article.
Good corporate reputation is a valuable, unique and irreplaceable intangible asset that can help
improve the company's financial performance and increase market share (Lee, Roh, 2012), marketing
efficiency, customer satisfaction and quantity, reduce risk, and make it easier for new businesses to
start funding (Ma, Osiyevkyy, 2017). Corporate reputation has never been more valuable or more
vulnerable than nowadays. It is hard to keep a good reputation when the Internet is open for everyone
and news media reports are constantly changing - corporates cannot hide mistakes that can affect
reputation. Creating a valuable brand is becoming expensive, it is difficult to maintain product
differentiation, customer loyalty is unstable or diminishing, and organizations are more closely
controlled by stakeholders – in this situation CSR and ethical behavior are crucial (Dowling, Moran,
2012; Abratt, Kleyn, 2012). According to M. Arslanagic-Kalajdzic and V. Zabkar (2017),
14th Prof. Vladas Gronskas International Scientific Conference
Kaunas: Vilnius University Kaunas Faculty, 5th of December, 2019
communication related to CSR has a positive and significant impact on the customer's perceived
value. On the other hand, any unethical behavior may seriously damage or even destroy a good
corporate reputation and usually has bigger impact on reputation and customer awareness than
positive sustainable activity and engagement in CSR initiatives.
Another analyzed impact area is customer behaviour. Customer decision process is influenced by
external (macroeconomic, situational, social) and internal (psychological, personal, demographical)
factors. According to F. Boccia and P. Sarnacchiaro (2018), nowadays consumers tend to evaluate
ethical, socially responsible corporate behaviour and regard it as one of the criteria in buying decision
process. It cannot be denied that all the mentioned factors affect customer behavior. However, social
and personal factors (such as age, gender, CSR awareness) are more important when customer makes
the decision to buy sustainable and socially responsible product (Wiederhold, Martinez, 2018; Boccia,
Sarnacchiaro, 2018). In accordance to Wang (2018), Wiederhold, Martinez, (2018), customer
awareness about CSR, the level of control also play an important role. This means that customers
make the decision based on the information they have about sustainable business activities, on the
understanding about CSR and how responsible behaviour influence positive changes on the society
and environment. Considering this fact, it can be stated that companies should communicate about
these activities and choose the best tools to reach their target audience. Sustainability and CSR can
affect customer decision to choose responsible company, in some cases it may also impact customer
willingness to pay higher price for socially responsible product. Sustainability may as well impact
customer perceived reputation of a company, create company loyalty, and increase satisfaction
(Boccia, Sarnacchiaro, 2018). It should be mentioned that sustainability and CSR affect customer in
two ways: direct involvement through buying process and loyalty formation, as well as indirect way
– image and opinion formation. It is agreed that nowadays consumer is more conscious and pays
attention to the sustainability issues and CSR affects behaviour in some positive ways. However, as
T. Green; J. Peloza (2014) states, negative initiatives and unethical behaviour have a bigger impact
than sustainable activities and form scepticism among customers.
Summarizing theoretical aspects, it must be noted that sustainability is defined as long-term
business activity, implemented in economic, social and environmental areas, which ensure
stakeholders’ needs and future generations’ equity. Corporate sustainability is especially important
to company future if companies want to ensure stakeholders’ needs and future generations’ equity.
Sustainable business management is implemented through environmental management and CSR
activities, which are key elements of sustainability. In accordance to increasing consumer
consciousness, it is undeniable that sustainability has an impact on corporate reputation and
customers’ perceived value. It also influences customer behaviour and buying decision, CSR and
sustainability have significant impact on consumer alternative selection when company’s values
match customers’ beliefs and CSR perception. This brings the assumption that company should
communicate about activities in order to reach target audience. Unethical actions have negative
impact on customer behaviour as well as reputation and commonly is even more influential than
ethical and responsible company behaviour. Further section focuses on the analysis of empirical
reserach.
2. Empirical research of sustainability impact on reputation and customer behaviour analysis
Theoretical part revealed that one of the external impact areas of sustainable business management
are reputation and customer behaviour. The effect of sustainable business performance can have
positive and negative impact - it can boost corporate and brand reputation and influence customer
buying decision when company behaves ethically or destroy reputation and customer willingness to
choose company and its products when company manages business unethically. However, despite
increasing attention to sustainability and CSR issues, there is not much research in this field. Usually
research investigates sustainability, CSR impact on company performance, competitive advantage,
when reputation and customer satisfaction are only one of the components. There ais not much
research of impact on customer behaviour, also notices that a lot of research is conducted through
14th Prof. Vladas Gronskas International Scientific Conference
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CSR lens. This determines the need of the corporate sustainability impact on reputation and customer
behaviour research. Before the theoretical modelling, some empirical research is analyzed. The main
results are shown in Table 2 . Table 2
Summary of empirical research results
Author (year)
Research area/object
Core results
Lee, Chang,
Lee (2017)
An investigation of the effects of
CSR on corporate reputation and customer
loyalty in non-life insurance industry
CSR has significantly positive influence on corporate
reputation, customer loyalty and brand image. Brand
image takes the mediating role on all of them.
Arslanagic-
Kalajdzic
Zabkar (2017)
The role of corporate reputation and CSR
between business customers and
professional service providers.
Corporate reputation may be a perfect way for
transferring the CSR effects on perceived customers’
value.
Yasin, Bozbay
(2015)
Relationship between Corporate
Reputation and Customer Trust
Customers are more trustful towards firms that support
good environmental and social issues
Source: created by the authors.
C. Y. Lee, W. C Chang, H. C. Lee (2017) research shows relation among CSR, corporate
reputation and customer loyalty in the non-life insurance industry. Correlation model indicates that
corporate reputation is related to CSR and their interrelation is very reasonable (0,758, where
significance starts from 0,001). However, the model shows that brand image has a partial mediation
between CSR and corporate reputation, it means that CSR can affect corporate reputation through
brand image. Customer loyalty also has significant relationship with CSR (0,740, where significance
starts from 0,001) and brand image also has partial mediation of CSR and customer loyalty. So, it
shows that engagement in CSR activities increase customer perceived corporate reputation and
customer loyalty and brings the assumption that customers are more likely to buy socially responsible
and sustainable product and repeat their buying decision in the future.
Yasin, B. and Bozbay, Z. (2015) conducted research to analyze relationship between customer-
based corporate reputation and customer trust related to a GSM operator in telecommunication
industry in Turkey. The authors concluded that all dimensions of customer-based corporate reputation
impact customer trust. As significant dimensions, which have impact on trust, the following are listed:
social and environmental responsibility, product and service quality, customer orientation, reliability,
financial conditions and good employer dimensions. According to research, social and environmental
responsibility is the most important. Nowadays customers are very consciousness and responsible,
therefore it is very important that company care about environment they are working at, such as
ensuring that the environment in their operations and activities would be clean. So, the authors have
concluded that companies should emphasize efforts on supporting socially and environmentally
responsible activities, such as sponsorships of environmental causes, because customers would be
more trustful towards firms that support good environmental and social issues.
Research conducted by Arslanagic-Kalajdzic M. and Zabkar V. (2017) analyzed the role of
corporate reputation and CSR between business customers and professional service providers from a
developing European country. Scientists measured the perceived CSR, perceived corporate reputation
and customer-perceived functional value. All three subjects had perfect compound reliability:
corporate reputation may be a perfect way for transferring the CSR effects on perceived customers’
value. Well-communicated CSR activities take advantageous customer approach, support behavior,
also helps to establish stronger relationships with customers. Separated communication between
customers who are of long-term importance and customers who are short-term importance, gain
higher perceived value in both and could result in favorable attitudinal and behavioral outcomes.
Corporate reputation is a mix of various effects over a certain period of time, for this reason, long
term orientation of a company (when corporate reputation is stable or growing) increases effect on
perceived value for customers with long term strategic orientation.
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Summarizing the analysis of empirical research, it is noticed that despite the fact that there is not
muchy research on the sustainability impact on customer behavior and reputation, reflect the aspects
analyzed in the theoretical part. The Researcs revealed that nowadays sustainable and socially
responsible business practices are extremely important to customers as they become more conscious
and sustainable-aware. Analyzed authors’ research summarized that CSR initiatives (environmental
as well as social (in workplace and society) effect brand image, forms positive customer behaviour
and increase customer trust. It also helps to build stronger relationship with customer and forms
loyalty to company. This shows that CSR in some way also impacts customer willingness to choose
socially responsible product in the future. Further theoretical model for the research is presented
and possible future research directions are discussed.
3. Theoretic model of the impact of corporate sustainability on company reputation and
customer behaviour
Summarizing theoretical and empirical information analyzed in the article, it can be stated that
that growing attention to sustainable development not only obligates business enterprises to take
responsibility and profit maximization goal combine with sustainable business principles, but also
impacts customer behaviour. Recently customers have become more sustainable aware and more
often include sustainable and socially responsible activity as one of the criteria in their purchase
decision making process. These trends and lack of research in this area (especially in Lithuania) bring
the assumption to analyze how sustainability influence customer behaviour and corporate reputation
in more details. For this reason, the theoretical model for future research is presented.
Source: created by the authors.
Fig. 2 Theoretical model of sustainability impact on reputation and customer behaviour
As it is seen in the model in Fig. 2 three main determinants are excluded: corporate sustainability,
customer perceived corporate reputation and customer buying decision (customer behaviour domain
was narrowed to purchase intention considering the lack of research of this impact area and the
importance to investigate if customer tend to add it as one of the purchase criteria). The first part
discusses and classifies external and internal factors that affect customer decision.. According to the
model 5 hypothesis, the following are promoted:
H1: Corporate sustainability will positively influence impact customer perceived corporate
reputation.
H2: Corporate sustainability will positively affect impact customer buying decision behavior.
H3: Customer perceived corporate reputation will positively impact customer buying decision.
H4: External factors will not impact customer buying decision behavior.
H5: Internal factors will positively impact customer buying decision behavior.
Considering the theoretical and empirical assumptions, the model shows that corporate
sustainability, corporate reputation and internal factors, such as demographics (age, gender) or
psychological (perception, knowledge) are more important for customer buying decision than
external factors, for instance social, situational or environmental. The model is determined to show
the value of sustainability for company and to test the importance of it to customer buying behaviour
and reputation, which also leads to long-term relationship The authors suggest to conduct the
Internal factors
External factors
Customer buying decision behavior
Customer perceived corporate reputation
Corporate sustainability
H1
H2
H3
H4
H5
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research involving two companies: one must have corporate sustainability program and another does
not engage in sustainable activity. In this way there is a possibility to investigate the links between
corporate sustainability, reputation and impact on customer buying behavior, the perception of
customer perceived value and importance of sustainable activity. It is also possible to expand the
model with new determinants and investigate how corporate sustainability communication impact
customer behaviour and perception, test how demographics impact sustainability perception,
willingness to choose sustainable products and investigate what initiatives are important to
customers.
Conclusions
1. The analysis of the concept of sustainability and its implementation showed that it is defined as
long-term business activity, implemented in economic, social, environmental areas, that ensures
stakeholders’ needs and future generations’ equity. Sustainability management consists
ofenvironmental management, reporting and CSR activity, which is understood as key element of
effort to behave in a sustainable way. Both concepts rely on three domains: economic, social and
environmental, which are equally important. Important decision for enterprise is to choose the
activities that have actual positive impact on company, as well as all stakeholders;
2. The identification of the coherence between sustainability, reputation and customer behaviour
revealed that nowadays consumers are conscious and it is undeniable that sustainability has an
impact on corporate reputation and customer’s perceived value. It also influences customer
behaviour in two ways - buying decision process and formation of customer opinion and
perception about the company. Therefore, company should communicate about sustainable
activities and choose most effective marketing in order to reach target audience.
3. The analysis of empirical research revealed the significant relationship between corporate
sustainable and socially responsible activities, company's reputation and customer behaviour,
while brand image takes the mediating role on all of them. Moreover, customers trust companies
that support environmental and social issues, then they are more loyal and more likely to repeat
purchase.
4. The created model, based on theoretical and empirical aspects, shows close relationship among
corporate sustainability, customer perceived corporate reputation and customer buying decision
behavior. This model reveals less importance of external factors such as social, situational,
macroeconomic, cultural and high importance of internal factors such as demographic and
psychological to customer buying decision behavior.
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