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Measures of perceived sustainability

김경훈|이기훈|김주란|Charles R, Taylor
한국마케팅과학회 (Korean Scholars of Marketing Science)|2015.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제25권 제2호|pp. 182-193|DOI http://dx.doi.org/10.1080/21639159.2015.1015473

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참고문헌

키워드

sustainabilitycustomer equity可持续性顾客资产可持续性认知可持续性认知措施顾客资产驱动因子perceived sustainabilitymeasures of perceived sustainabilitycustomer equity driver
주제분류경영학

초록

Sustainable marketing, as noted by numerous academics and practitioners, refers to aform of marketing that makes a net positive contribution to society in terms ofenvironmental, social and economic developments. Firms’ interest in sustainability asan aspect of business performance other than financial goals has steadily increased. Various factors (including societal mandates incorporated into regulations, concernabout loss of sales and a potential decline in corporate reputation) pressure companiesinto implementing proper sustainability management. The purpose of this study is toclarify measures of perceived sustainability (MPS) from a marketing perspective, toanalyze the effects of perceived sustainability on customer equity and to developtheoretical frameworks and implications that will allow sustainable marketing conceptsto be globally competitive. The MPS scales identified in this study enable researchers to examine relationshipsbetween perceptions of sustainability and other key customer equity drivers, such asvalue equity, brand equity and relationship equity. Among other reasons, this maycause practitioners to value MPS. By understanding perceived sustainability,practitioners can develop economic, social and environmental performances thateffectively utilize sustainability. The MPS scales offer researchers a tool for measuringperceived sustainability that is consistent with the literature on sustainability, whilerecognizing the reality that sustainability is a multidimensional construct. The rigorreflected in the multiple methods for generating scale items as well as the multiplestages in the scale development process results in a scale that should be useful to bothresearchers and practitioners.

Abstract

Sustainable marketing, as noted by numerous academics and practitioners, refers to aform of marketing that makes a net positive contribution to society in terms ofenvironmental, social and economic developments. Firms’ interest in sustainability asan aspect of business performance other than financial goals has steadily increased. Various factors (including societal mandates incorporated into regulations, concernabout loss of sales and a potential decline in corporate reputation) pressure companiesinto implementing proper sustainability management. The purpose of this study is toclarify measures of perceived sustainability (MPS) from a marketing perspective, toanalyze the effects of perceived sustainability on customer equity and to developtheoretical frameworks and implications that will allow sustainable marketing conceptsto be globally competitive. The MPS scales identified in this study enable researchers to examine relationshipsbetween perceptions of sustainability and other key customer equity drivers, such asvalue equity, brand equity and relationship equity. Among other reasons, this maycause practitioners to value MPS. By understanding perceived sustainability,practitioners can develop economic, social and environmental performances thateffectively utilize sustainability. The MPS scales offer researchers a tool for measuringperceived sustainability that is consistent with the literature on sustainability, whilerecognizing the reality that sustainability is a multidimensional construct. The rigorreflected in the multiple methods for generating scale items as well as the multiplestages in the scale development process results in a scale that should be useful to bothresearchers and practitioners.

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