Influence of sustainable marketing activities on customer equity

As the world economy grows rapidly, societies consume increasingly more resources. The unfortunate by-product of development is that environmental and living conditions are degrading. Consequently, sustainability is a burning issue. The study here focuses on customer perspectives regarding whether or not sustainable marketing activities are effective if they appeal to environmental, economic, or social dimensions. If so, such sustainable marketing activities are likely to, influence customer equity through word-of-mouth (WOM) and brand attitudes. Customer equity drivers can forecast future customer trends that affect customer lifetime value (CLV). Young consumers are very important because they will be the primary consumption group in the near future. Research about this group can forecast the consumption trends for companies. The study tests propositions in a cross-cultural context to learn how young Chinese and Korean consumers (college students) differ in their attitudes. SPSS and AMOS were used to analyze the data. The results benefit marketing scholars and practitioners by shedding light on sustainable marketing effects on customer equity, brand attitudes, and WOM.