表題番号：2024R-016
日付：2025/04/01
研究課題Maximizing the marketing benefits of corporate social and environmental activities
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 商学学術院 商学部 | 准教授 | フランク ビョーン |
- 研究成果概要
- Corporate social and environmental activities play a critical role in shaping consumer behavior, thereby influencing a firm's profitability. As businesses increasingly incorporate sustainability initiatives, optimizing the marketing benefits of these efforts becomes essential. This research aimed to identify strategies that maximize consumer engagement and positive brand perception derived from corporate social and environmental activities.
The research built upon existing literature by exploring various mechanisms through which corporate sustainability initiatives influence consumer decision-making. One area of focus was ecolabeling, which serves as a crucial tool in ethical consumption. The findings suggest that the design, thematic focus, and reputation of ecolabels significantly affect purchase intentions. By accounting for these characteristics, firms can strategically select ecolabels that enhance consumer trust and encourage ethical purchasing.
Another aspect under investigation was the marketing potential of food-sharing apps, which facilitate the redistribution of surplus food. These platforms not only reduce waste but also generate additional sales and enhance brand reputation. However, sustainability-focused marketing efforts in the digital sphere must be carefully managed to mitigate potential negative offline perceptions. Understanding the dual effects of such initiatives will help businesses craft effective online and offline marketing strategies.
Additionally, corporate social responsibility efforts related to gender equality were evaluated for their impact on consumer trust and purchasing behavior. The findings indicate that supporting female leadership positively influences consumer perception, particularly among individuals with progressive gender attitudes. However, these effects vary across industries. Such insights can guide firms in tailoring their diversity initiatives to optimize consumer engagement.
Furthermore, the research addressed the critical issue of greenwashing and its implications for consumer trust. While sustainability claims can enhance brand reputation, misleading or exaggerated claims may lead to reputational damage if exposed. Understanding the conditions under which consumers react negatively to greenwashing, as well as the most effective recovery strategies, is essential for businesses seeking to maintain credibility and consumer loyalty in the wake of sustainability-related controversies.
By integrating findings from these areas, this research provided actionable insights for businesses aiming to maximize the marketing benefits of their sustainability initiatives. The obtained insights will inform the development of strategic frameworks that help firms leverage corporate social and environmental responsibility to enhance brand perception, foster consumer trust, and ultimately drive profitability.