期刊
CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT
卷 25, 期 6, 页码 1039-1049出版社
WILEY
DOI: 10.1002/csr.1518
关键词
firm performance; stakeholder engagement; sustainability marketing strategy; sustainable development
资金
- National Natural Science Foundation of China [71702148]
- Humanity and Social Science Foundation of Ministry of Education of China [17XJA630002]
- National Education Science 13th Five-year Plan Project [BMA170032]
- National Research Project of National Civil Commission [2017-GMB-053]
- Soft Science Research Project in Shaanxi Province [2017KRM065]
Despite the importance of sustainability marketing strategy, its influence on firm performance is still inconclusive. In this study, we explore how and under what conditions sustainability marketing strategy influences firm performance by including the customer as an external stakeholder. Drawing on signaling theory, we test the hypothesized relationships using survey data collected from 264 Chinese firms. The results reveal that customer loyalty partially mediates the relationship between sustainability marketing strategy and firm performance. In addition, our findings indicate that competitive intensity positively moderates the relationship between sustainability marketing strategy and customer loyalty, and the mediating effect of customer loyalty. However, customer trust negatively moderates the relationship between sustainability marketing strategy and customer loyalty, while its moderated mediation is not significant. This study contributes to sustainability marketing literature and practice by providing novel insights into how to enhance firm performance by developing sustainability marketing strategy.
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