Title: Modelling the effects of sustainability marketing on consumers' buying intentions: an application of SEM

Authors: Rishi Raj Sharma; Tanveer Kaur

Addresses: Department of Business Management, Guru Nanak Dev University Regional Campus, Gurdaspur-143521, Punjab, India ' University Business School, Guru Nanak Dev University, Amritsar 143005, Punjab, India

Abstract: Sustainability is a buzzword in business and is significantly influencing the marketing perspective by augmenting the competitive pressure. This concept is predominantly based on the triple bottom line approach which encompasses economic, social and environmental aspects. The present study extensively investigates these elements to provide a holistic viewpoint which may explain the antecedents and consequences of sustainability marketing. This study theoretically and empirically integrates the sustainability perspective into marketing by examining its effect on consumers' buying intentions. 435 respondents of North India were contacted through e-mail. A structural equation modelling technique was used to assess the effect of sustainability marketing on corporate reputation and consumers' buying intentions. The results indicated that sustainability marketing significantly impacts consumers' buying intentions and the findings implied that if the practitioners want to reap the benefits in terms of corporate reputation and desirable profitability, they must adopt the sustainability advertising strategies for positioning the corporate in a way they want.

Keywords: sustainability marketing; sustainability advertising; triple bottom line; corporate reputation; buying intention.

DOI: 10.1504/IJTTC.2021.114843

International Journal of Technology Transfer and Commercialisation, 2021 Vol.18 No.1, pp.33 - 58

Received: 01 May 2019
Accepted: 13 Nov 2019
Published online: 10 May 2021 *

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