This dissertation is designed to contribute to our understanding of the role of corporate social responsibility (CSR). In particular, environmental sustainability is examined to better understand its impact on consumers and firm performance. A set of three essays examines the role, and impact, of environmental sustainability from the perspective of consumers. As firms continue to employ environmentally sustainable marketing strategies, ultimately consumers have the final say regarding the effectiveness of such efforts. An examination of CSR research in marketing, as well as other business disciplines, is first presented to better understand the limitations and opportunities that exist. Next, Essay 1 contains a multi-method analysis of the barriers to green consumption to better understand why environmentally friendly products continue to represent only a small portion of total purchases. In Essay 2, the "individual environment" is presented, utilizing both internal and external factors, to predict green behaviors by consumers. Further, as environmental sustainability is becoming increasingly important to consumers, it is critical that firms understand the role that it can have with regards to perceptions of the firm. In the third essay, an examination of consumer perceptions of fit, or the congruence between the corporate associations and environmental sustainability initiatives of the firm, is undertaken to better understand how the actions taken by a firm impact consumer perceptions. Given the growing prevalence and importance of environmental sustainability in the strategic efforts of marketers, and the mixed results exhibited to date from firms that have adopted such initiatives, a better understanding of this influential strategic opportunity appears needed by practitioners as well as academic researchers. / A Dissertation submitted to the Department of Marketing in partial fulfillment of the requirements for the degree of Doctor
of Philosophy. / Spring Semester, 2011. / March 30, 2011. / Sustainability, Environmentally Friendly, Green / Includes bibliographical references. / J. Joseph Cronin, Jr., Professor Directing Dissertation; Jay D. Rayburn, University Representative; Larry C. Giunipero, Committee Member; Jeffery S. Smith, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_254314 |
| Contributors | Gleim, Mark R. (authoraut), Cronin, J. Joseph (professor directing dissertation), Rayburn, Jay D. (university representative), Giunipero, Larry C. (committee member), Smith, Jeffery S. (committee member), Department of Marketing (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
Page generated in 0.0018 seconds